2014 Winners & Shortlists

The Brief

Buy One Get One Free promotions have been around for decades. When Coca-Cola went on offer, in a local supermarket chain, we were challenged to promote it in a way only Coke could and spread some happiness to their shoppers.

Describe how the promotion developed from concept to implementation

We doubled our consumers’ happiness by giving them more than just a buy one get one free bottle of Coca-Cola. Our secret shoppers followed unsuspecting customers around the stores duplicating everything they put in their trolleys. The end of their shopping journey was the beginning of a big celebration. When the cashier scanned the Coke bottles, our band marched out and surprised our shoppers with the Coke Happiness Song, confetti went flying and a large banner revealed the Coke Happiness BOGOF. Our secret shoppers then presented the customers with their second trolley of shopping for free!

Describe the success of the promotion with both client and consumer including some quantifiable results

During the promotional period sales of Coca-Cola increased by 1200%. On-lookers wanted it to happen for them or their friends. The Supermarket Chain have requested it for their next Coke Offer. We shared it on YouTube and received over 64,000 organic views. There was absolutely NO digital push.

Explain why the method of promotion was most relevant to the product or service

Coca-Cola has always shared happiness with its consumers and there is no better way to add a little happiness to a mundane promotional offer like a Buy One, Get One Free. It was a great surprise to the shopper, and showed that Coca-Cola can open happiness to people, even when they're doing their weekly shop!