Coca-Cola: The Greatest Gift is Giving
Award: Graphite Pencil
Graphite Pencil / Mobile Marketing / Mobile Marketing / 2008
The core campaign objective was to extend the cross-platform message of The Greatest Gift is Giving into the mobile channel, creating an opportunity for Coca-Cola to trial mobile advertising and engage their audience with a relevant, innovative mobile mechanic. The campaign allowed Coca-Cola to experiment with a brand-led mobile campaign versus traditionally transactional mobile campaigns, as well as drive viral traffic, encouraging loyal users to act as agents for the brand. Using iconic Coca-Cola Christmas themes of the past and present created an immediate identification with the creative among the target audience, as well as synergy with above-the-line Christmas activity.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.