WINNER: Share a Coke
Heart Productions worked with Square Melon UK to deliver two parallel nationwide tours, giving consumers the opportunity to personalise their Coca-Cola bottle as part of the wider Share a Coke campaign. To target teens, a 20-strong team took to the road with vending machines that delivered personalised bottles of Coke. Meanwhile, specialised printing kiosks were installed in Tesco stores, allowing shoppers to replace the standard label bottles for a personalised one.
In total, more than 400,000 bottles were personalised at a rate of 14 per minute, with queues of up to two hours at some locations. The overall campaign achieved a 10% sales increase, beating even the London 2012 campaign, which had a higher marketing spend.
Highly commended: Time Warner Cable Studios: CAA Sports
Reverb: TomTom Runner Cardio Launch. Slice: Lynx Space Academy Live.
Smarts Communicate: Bushmills Live. Steely Fox and W: Hendrick's Carnival of Knowledge. Wasserman Media Group: NFL on Regent Street.