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.
Describe how the promotion developed from concept to implementation
To solve this problem, we created The Social Media Guard. It takes the social out of media and puts it back into life. A quirky device that prevents you from using your phone when you’re with someone else and a reminder for everyone to be more present in the moment. We launched it with a product commercial, sent dozens to the press/media/blogs, raffled hundreds off online and activated them on the ground with promotion teams. And yes, we shared the whole story heavily through social media, because that’s exactly where our target audience was.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
The brand’s positioning of open happiness fits perfectly to the idea of spending real moments with real people in the real world. Undistracted. Pure. Happy. The Social Media Guard was not only a tool to be used, but also a communication strategy to wake people up and get them talking about a pressing sociological problem.