Unlock the 007 in you. You have 70 seconds!
Coca-Cola Zero
Issue 26 | March 2013
Agency
Duval Guillaume Modem
Creative Team
Creative Directors: Geoffrey Hantson, Katrien Bottez Creatives: Ralf De Houwer, Jonas Caluwé, Dries De Wilde
Production Team
TV-producer: Marc Van Buggenhout Production: Monodot Post production: GRID Brussels Producers: Tatiana Pierre, Bo De Group
Other Credits
Account Team: Sylvie Verbruggen, Nathalie Rahbani, Tuyen Pham Xuan Clients: Thibault Geenen, Sarah Pajak, Stella Cartier, Michel Palmen
Date
October 2012
Background
To announce the next stage in its partnership with SKYFALL, Coca Cola Zero challenged a number of people to unlock their inner 007 and get a chance to win exclusive tickets to the latest Bond movie.
Idea
Unsuspecting train passengers at Antwerp railway station were suddenly invited to take part in a Bond-like mission. A Coca-Cola Zero vending machine challenged them to race against the clock, through the crowded train station, up two floors to collect their exclusive tickets to the movie froma second machine. There were two Buts. One, they only had 70 seconds. Two, along the way, challenges and obstacles unfolded, calling on them to unlock their inner 007.
Results
The event took place in the busiest train station in Belgium, so thousands of commuters witnessed the contest. But more importantly the campaign touched more than three million others in just three days through an online film (made from the live event). With over 450,000 shares in just 24 hours, the online movie quickly became the most shared video in the world. Today the video has passed 9.5 million views and gained over 850,000 shares making it one of the most viewed and shared online films in Coca-Cola history
Our Thoughts
This is from the people who brought you TNT’s “Push button to add drama” last year. Duval Guillaume, especially that bit led by Geoffrey Hantson in Antwerp, seems to specialise in these brilliantly staged events in which real people become the principal characters in an elaborate piece of branded content.
That’s what makes it so compelling, the intersection between the real and virtual worlds. This sort of candid camera technique is not as easy to pull off as it looks. The video has been so expertly put together some ten million people have now had a laugh - and been reminded of Coke Zero’s brand attributes of masculinity and energy, as if the association with Bond wasn’t enough. PC
Who knew our Belgian cousins would embrace quintessentially British Bond so dearly? All credit to the creative team for side-stepping the Zero Zero Seven executions. JA.