Game-changing real-time and AR OOH delivered for Coca-Cola

Client: Coca-Cola Zero Sugar, EssenceMediacom, GroupM OOH

Coca-Cola is iconic but faced a challenge with Coca-Cola Zero Sugar (CCZS). Despite its excellent taste, CCZS needed to grow their existing Gen Z audience, who were increasingly trialling emerging brands. The goal: to make CCZS as loved amongst Gen Z as Original Taste is to its established audience.

CCZS needed to make the jump from media prompt to grocery trial short and immediate. For this CCZS launched the #TakeATaste campaign with EssenceMediacom/Kinetic driving trial by using Out of home tech, social media, influencers, and retail, surrounding Gen Z in layers of communication leading to trial.

CCZS used cutting-edge real-time, AR technology developed by JCDecaux UK/ DOOH.COM allowing users to interact with DOOH through their mobiles, serving a coupon for a free CCZS in local Tesco stores. The strategy was twofold: visually captivating media with user-friendly interfaces, and enticing consumers to trial in store.

Results surpassed benchmarks fivefold, outperforming like-for-like redemption records by an astonishing 17 times, eclipsing the all-time redemption record by 2.5 times.

Amongst Gen Z a whopping 57% who saw the ads said they would choose CCZS over other carbonated drinks compared to 34% saying the same amongst a non-exposed audience, showing the effectiveness of the campaign.