Every month, the world spends 4 million years online. In our region that’s 3 to 4 hours per person a day. And with the world’s highest smart phone penetration comes a very high mobile internet usage. 18-34 year olds check their phone every 9 minutes and feel naked when they leave the house without it. This addiction is leading to a society that is less and less capable of living in the moment. Coca-Cola wanted to remind the world about something beautiful, which we have almost forgotten about: an undistracted, real moment shared with family and friends. And therefore form a lasting relationship with its audience. But we couldn’t just try to solve the problem with a PR release, nor with a traditional ad campaign. We needed something that could be embraced by our target audience and spread by all media. Not just offline, but also online. Because that’s where we found everyone that needed to be woken up. So we created a new product: the Social Media Guard. It takes the social out of media and puts it back into the real world. The Social Media Guard was the perfect direct mailer for our press contacts, a great piece of content for blogs and the topic of a ‘fake’ commercial we created and put on Youtube and ran in cinemas and even on TV.
The Brief
Coca-Cola wanted to remind the world about something beautiful, which we have almost forgotten about: an undistracted, real moment shared with family and friends. And therefore form a lasting relationship with its audience.
Results
The Social Media Guard has only just been launched. This sought after memorabilia is already generating a lot of buzz online and in the real world, making people think about their habits and talk about the brand. Our mission to help the world seize their moments has only just begun and you will hear a lot more about the Social Media Guard in the coming weeks. Tell a friend about it! In a person-to-person conversation, we hope.
Execution
The Social Media Guard was the perfect direct mailer for our press contacts, a great piece of content for blogs and the topic of a ‘fake’ commercial we created and put on Youtube. Even thought the Social Media Guard has only just been launched, it is already creating a lot of buzz online. All we needed to do was launch it though a few well-targeted channels and wait for the content hungry online community to pick it up and share for us.
The Situation
Every month, the world spends 4 million years online. In our region that’s 3 to 4 hours per person a day. And with the world’s highest smart phone penetration comes a very high mobile internet usage. 18-34 year olds check their phone every 9 minutes and feel naked when they leave the house without it. This addiction is leading to a society that is less and less capable of living in the moment. We saw an opportunity in this problem.
The Strategy
We couldn’t just try to solve the problem with a PR release, nor with a traditional ad campaign. We needed something that could be embraced by our target audience and spread by all media. Not just offline, but also online. Because that’s where we found everyone that needed to be woken up. So we created a new product: the Social Media Guard. It takes the social out of media and puts it back into the real world.