Award: Global Brand Activation
Winner: The Coca-Cola Pavilion@MilanExpo2015 from MKTG
Coca-Cola wanted to create an interactive educational consumer journey immersive, interactive and sustainable platform at the World Expo 2015 in Milan to host influential country and government delegates from all over the world, and to educate consumers and visitors to the event.
MKTG turned to Italian architect Giampiero Peia to help construct a pavilion featuring sustainable construction in terms of techniques and materials and a fun, interactive educational consumer journey communicating Coca-Cola’s results in terms of local impact, healthy lifestyle and recycling.
The celebrated contour bottle influencedthedesignofthestructure,with a giant bottle-shaped chandelier of 2,000 contour bottles dominating the interior. The results included an average dwell time of 57 minutes in the pavilion, which was open for 184 days, delivering 44,049,600 minutes of quality brand engagement.
iris: adidas #bethedifference
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