Amplificador / Coca-Cola FM
Coca-Cola
Issue 25 | December 2012
Agency
JWT Brazil
Creative Team
Chief Creative Officer: Ricardo John Executive Creative Director: Ricardo John, Roberto Fernandez Copywriter: Leandro Pinheiro Art Director: Andrea Pissarro, Rodrigo Adam Creative Director: Angela Bassichetti Planning: Fernand Alphen, Isabella Mulholland
Other Credits
Account Manager and supervisors: Ana Hernandes, Felipe Giacon, Luana Ferreira Media: Aline Moda, Tullio Nicastro, Stella Lopes, Ana Alberine,, Fabiana Ramos Art Buyer: Paula Ferrari Graphic Producer: Flavio Schaefer Client Supervisors: Patricia Pieranti, Adriana Knackfuss, Gian Martinez, Javier Mezza, Luciana Feres, Rafael Prandini, Adriano Ciavdar, Paloma Azulay
Date
September 2012
Background
In 2011, Coca-Cola Brazil launched its Coca-Cola FM platform at the Rock in Rio Festival.
Music is an increasingly important link between the brand and young people and Coca-Cola FM offered this important audience new ways of listening to the songs they liked.
PlayList was a streamed service which allowed listeners to tweet their choice of music to be played. They became the DJ.
Coca-Cola Classic, on the other hand, played a list of classic pop songs.
Idea
To emphasise Coca-Cola’s associations with music, an exclusive wraparound was created for Capricho magazine.
Quite simply, the idea turned the magazine into an amplifier for their iPhones so they could play the music on Coca-Cola FM louder.
All the reader had to do to become a listener was to roll the magazine and insert the iPhone in the spot indicated. Now sound waves could travel in two different directions at the same time, intensifying the stereo effect.
To visit Coca-Cola FM, go to http://www.cocacolafm.com.br
Results
Unknown.
Our Thoughts
Most press advertising is flat, stale and dreary despite the fact that augmented reality and QR codes have the potential to transform it as a medium. All other media seem to be innovating the whole time as creative people find new platforms and new ways of connecting the real and the virtual worlds.
Except print. Usually. This is the exception, an idea that familiarises people with Coca-Cola FM but then gets them to create an entertaining and fun experience, there and then.
In the PR blurb, JWT CCO Ricardo John is quoted as saying: “We understand that this crowd increasingly seeks innovation to differentiate themselves among their friends.”
Absolutely right. The fact Coke have been innovative with such a static medium as press advertising is in itself an important message about the brand.