THE CHALLENGE? TO LAUNCH
COCA-COLA SAMPLING IN THE IRAQ WAR ZONE. WE CREATED A GOVERNMENT
APPROVED EXPERIENTIAL ROADSHOW WHERE FAMILIES CAN 'TASTE THE FEELING' WITH LITTLE MOMENTS OF HAPPINESS - ALL OVER BAGHDAD.
How do you market in a war zone that prefers Pepsi. By sampling?
Not that easy yeah. When traffic is war tanks.
When a mum opens her door and might get shot or who child who has been killed in a bombing in town.
This is not big brand ego.
This is about encouraging 'Little Moments of Happiness.'
Our sampling truck was announced via outdoor, radio and TVC. Shoppers are told to look out for it and the fun experiences it brings.
In malls Limited Edition packaging of Coca-Cola that has inspirationial quotes for mum appear from vending machines when mums checks in with their phones online via Facebook. It also comes with a voucher to drive trial instore and a fun family gift - so mum can create more moments to savor with her family.
In 5 neighbourhoods the truck transforms into a movie projector, game machine and wi-fi hotspot...on Friday it is also the centerpiece of a pop up Friday brunch for a neighbourhood - all promoting social sharing.
This was all supported by a 'Perfect Store' toolkit for small local neighbourhoods.
Simple ways for mum's to 'Taste The Feeling' and drive future purchases and loyalty.