Coca-Cola Drinks, Belgium Background. Idea. Results. Coca-Cola wanted to launch an OOH campaign to be original & to reach their core target. The marketing objectives were differentiation and being Top Of Mind during the end of the year. Idea. An OOH campaign to reach the core target in an original way. An innovative campaign for Coca-Cola in Railway Stations & Tube reinforced by mass media in the 5 main centres. Fully wrapped ceiling & wall in metro stations Louise, De Brouckère, Porte de Namur & Arts-Loi. Big poster in the central hall of Brussels train stations. 80 panels including More O’Ferrall 36m² in Brussels, Antwerp, Ghent, Charleroi & Liège. Results. More than 80% liked the campaign High recall & attribution amongst the core target Mass-media + creative use of OOH. Clever/appropriate use of environments for reaching specific target audiences of “actives” & young people.

Coca-Cola Campaign details “To stay a dynamic, young & innovative brand, you have to differentiate yourself and this out-of-the-box campaign has enabled us to achieve this goal and to bring happiness!” Yves de Voeght, Coca-Cola Media Manager Belgium & Luxembourg. Coverage Brussels Media agency Universal Media Creative agency Pinkeye Specialist agency Outdoor Services Environment & formats Transit Number of faces 80 MOF 36m² + fully wrapped ceiling & wall Tube + 12m² poster in stations Target audience 12-44 year olds Audience figures/Research (Reach, Frequency) 55% spontaneous recall High level of attribution: 85% Date & Duration 2011 - 3 weeks 2 months after the campaign finished spontaneous recall levels remained very high 55% spontaneous recall 85% attribution Media - Share of spend Outdoor 19% TV 67% Internet 9% Cinema 6% OOH spend €360,000 Source: MDB MediaXim