Catching the Coca-Cola Bottle

Client: The Coca-Cola Company
Partner: WPP Open X, led by Ogilvy, supported by Subvrisve

Project Overview

Global Digital Innovation

‘Magic Catch Billboards’ developed by WPP Open X, led by Ogilvy, with support from Subvrsive, reimagined the iconic “catch the Coca-Cola bottle” photo opportunity through a dynamic digital out-of-home (DOOH) campaign. Launched as part of our "Wildcards" campaign across diverse regions and languages, this DOOH campaign introduced realistic animations and a multilingual experience, breathing new life into a beloved brand ritual and connecting with a global audience.

Idea

Blending Tradition with Innovation

Our goal was to blend cherished Coca-Cola traditions with the latest digital technologies, crafting an interaction that was both nostalgic and groundbreaking. The 'Magic Catch Billboards' enabled users to engage directly with a digitally animated Coca-Cola logo, transforming a traditional photo op into an engaging, modern experience full of surprises.

Work

Engaging Through Innovation

We crafted dynamic animations for the Coca-Cola logo that captivated users with each unique and interactive 'catch.' This inventive approach not only revitalized the traditional photo op but also motivated users to engage repeatedly. By offering instant rewards for sharing these digital catches on social media, Coca-Cola effectively encouraged wider participation, driving the campaign's viral spread and significantly enhancing brand visibility across markets.

Opportunity

Expanding Engagement Globally

This digitally enhanced DOOH campaign not only modernized a classic Coca-Cola engagement tactic but also expanded its reach and appeal across different regions and languages. By blending nostalgic elements with contemporary digital interactions, we provided memorable experiences that drove high global brand engagement and increased consumer loyalty through direct rewards.