Event Awards 2016: The Coca-Cola Pavilion at Milan Expo

Event takes a look at The Coca-Cola Pavilion at the 2015 Milan Expo, created by MKTG, which picked up the gong for Global Brand Activation at this year's Event Awards.

Event Awards 2016: Best Global Brand Activation
Event Awards 2016: Best Global Brand Activation

Award: Global Brand Activation

Winner: The Coca-Cola Pavilion@MilanExpo2015 from MKTG

The story

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. 

Highly commended

iris: adidas #bethedifference 

Finalists

In 2 Events: Google DeepMind Challenge Match; Rapport Events: ONE ASTELLAS Live; TRO: Nissan sponsorship activation at the champion’s festival in Berlin 

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