Share Your Voice
The Coca-Cola Company
Issue 30 | March 2014
Agency
McCann Bucharest
Creative Team
Creative Partner Adrian Botan Executive Creative Director Catalin Dobre Group Creative Director Ioana Filip Junior Art Director Lia Bira Corporate Communication Manager Carmen Bistrian Art Directors, MRM Florin Ciobanu Vlad Macarie Copywriters, MRM Maria Nazdravan Oana Gheorghe GM & Chief Creative Officer, MRM Nir Refuah
Other Credits
Senior Account Manager McCann Laura Aldea Account Executive McCann Amalia Jakab Client Service Director MRM Ionela Buta Account Manager MRM Matei Goncea Media UM Romania Media Manager Corina Mocanu Group Account Director Sandina Vlad Planning Director Victor Croitoru Digital Planner Luminita Visu McCann PR Account Director Lavinia Chican Senior Account Executive Ana Nila
Date
May 2013
Background
Teens love their rock stars, yet rock stars are inaccessible. As one of the biggest sponsors of the most popular music festivals in Romania, Coca-Cola decided to create a moment of true connection between fans and Adi Despot, the lead singer of Vita de Vie, a famous rock band.
Idea
An interactive banner was created, which teens could call using their mobile phones and connect to Adi Despot and join him in singing along to one of his hit songs, 'Stardust'. Through a dedicated IVR system specially designed for this project, it was possible to record thousands of calls made at the same time.
Then, all the voices were collected and MTV clips were created with the band backed by the voices of all their fans. Finally, at B'estfest online and offline fans were brought together when the band played along with all the recorded voices.
Results
- 4,59 million media impressions.
- Mouse-overs turned into songs: 6 times the industry average.
- 85% sang their hearts out over the phone.
- 20,000 people felt part of the band.
Our Thoughts
More happiness from Coca-Cola and more nice work from Romania. It seems the creatives there drink the same water that the creatives drink in Belgium. Another first is claimed, where through technical innovation, Adi was given a backing group of thousands of his fans, all singing along with him and making music together.
Loads of nice social connections and every fan’s own personal duet single really make this idea ‘rich’. It manages to be very public but still very personal. The end result at B’estfest may not be too easy on the ears but it is the sound of happiness.