| The initiatives include creation of a microsite on
Coca-Cola India’s website www.myenjoyzone.com, online ads and
two-phased event - `The World Goes Wakaw' followed by `Aao Twist Karen'.
The homepage of the microsite (http://www.myenjoyzone.com/vanillacoke),
which features company’s brand endorser Vivek Oberoi in the
retro look, has several linkages to the TVC in the form of Parde
ke peeche (for never seen edited footage and exclusive pics), Unseen
scenes, mobile parampara (ringtones, picture messages, wallpapers)
and other downloads. The site also has an option of viewing the
latest Vanilla Coke television commercial.
 The
ongoing 70-day two-phased event,- starting with `The World Goes
Wakaw’ and `Aao Twist Karen’, are about Wakaw dancers
going to 10 cities in the country and involving consumers with impromptu
dance sequences competition.
Says Virtual Marketing creative director Carlton D'Silva, “When
the coolest launch of the season comes from Coca-Cola, its got to
be something really big. Team Hungama was given the responsibility
of creating an experiential marketing program for the latest Coke
variant to hit the Indian soft drink market.”
D’Silva and his team had revamped the same website last year
in order to provide richer interactivity and an enhanced brand experience
to its consumers.
He spoke in detail about the mandate, strategy for both online
and offline events. Excerpts:
The mandate
The classic soft drink i.e. Coca Cola had come back with a dash
of the new. The online and offline promotions for the brand had
to be in sync with the TV campaign, which starred Vivek Oberoi as
the cool, crazy dude from the 70’s era. His attire, his attitude,
his mannerisms…all straight from the classic 70s, and yet quite
in style even in the new century; an attitude which perfectly represented
the soft drink.
We decided to create a microsite for Vanilla Coke, which would
reside on myenjoyzone.com, Coke’s Virtual City. This microsite
was designed in a manner so as to give a look and feel similar to
the classic retro era…very much in keeping with the feel of
the TVC so that the consumers could instantly make a connection
between the TVC and the online campaign. It was here that we created
elements, which would allow the consumer to interact and experience
the brand properties. Downloadable applications, screen savers,
wallpapers, mobile interactive et al…just about anything which
the consumer would voluntarily download.
The outcome of the campaign
Just within 10 days of launching the site, it registered 7,06,354
page views.
Red Alert Alarm- 15,592 downloads
The Vanilla Coke TVC - 38026 downloads
Wallpapers - 10,867 downloads
Screensaver - 9,652 downloads
Strategy – offline
What could be a better promotional strategy that to create a song
and dance about Vanilla Coke? Quite literally, we decided to create
an event, which would enthrall and involve our TG as well as leave
the imprints of the brand firmly on their psyche.
Phase one: The World Goes Wakaw
A bunch of Wakaw dancers, the Ice creamy thanda track to match
at some really cool spots in and around the city…the best combo
to create some Ice Creamy Thanda Hungama. Our bunch of Wakaw dancers
went around town on their beautifully branded Lambretta scooters
with Vanilla Coke carts in tow. At the pre-determined spots (i.e.
where our TG would hang out the most) the Wakaw dancers in their
colourful costumes would do an impromptu Wakaw jig (the Wakaw dance
as seen in the Vanilla Coke Commercial). Branding and sampling activity
would happen then and there and the Wakaw dancers would disperse
to various parts of the same venue to do individual Wakaw dances.
In the meanwhile, there would be constant announcements about the
coolest launch of the season…Vanilla Coke. After a considerable
amount of buzz was generated the Wakaw dancers would move on to
the other location.
Phase two: Aao Twist Karen
The Aao Twist Karen was a fun way to gel the old with the new.
After the Wakaw dances had created enough excitement around the
brand, the idea was now to get the consumers involved in the brand
too.
Our Vanilla Coke floats would travel to some of the pre-selected
catchment areas all around Indian cities. Here our promoters would
invite the gathered audience to participate in Aao Twist Karen.
The participants would put on cool, Ice Creamy Thanda accessories
and would dance to classic and remixed numbers of the 70's era.
The gathered audience would be the final judges of this impromptu
dance competition. Needless to say, the contest was a huge success
with the TG and the Vanilla Coke floats drew huge crowds wherever
they went.
The Vanilla Coke TG had as much fun during the Ice Creamy Thanda
promotion as what we did when we conceptualized and executed the
entire online as well as the offline campaign.
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