Coca-Cola Denmark: Best Coke Ever

Wavemaker Denmark’s campaign for Coca-Cola positively provoked by breaking the conventional boundaries of media engagement, enticing consumers to experience Coca-Cola Zero in a novel and unexpected way.

Challenge

Throughout the year, Coca-Cola has been inviting Denmark to cast their votes on whether Coca-Cola Zero deserves the title of ‘The Best Coke Ever.’ Culminating in a mall takeover, Coca-Cola Denmark sought to amplify the campaign’s impact with the tagline, “The Best Coke Ever, you tell us, Denmark.” The goal was to distinguish themselves within the Gen Z demographic, fostering engagement through a blend of cutting-edge technology and real-world interaction. The strategic aim was not only to capture attention but to actively involve consumers in the narrative. The two overall goals for the campaign were to initiate trials by encouraging app downloads and getting consumers’ votes.

Insight and Strategy

The insight driving this campaign lies in recognizing the evolving consumer landscape, particularly among the Gen Z demographic. Contemporary consumers, especially the younger generation, seek more than just a product; they crave experiences and active participation in shaping brand narratives. The insight acknowledges that merely presenting a product is not enough. In this campaign, Wavemaker’s primary method of data collection revolves around a straightforward voting mechanism – asking individuals to vote ‘yes’ or ‘no’ on whether Coca-Cola Zero is deemed ‘The Best Coke Ever.’ This focused approach streamlines the data-gathering process, providing clear and actionable insights directly aligned with the campaign’s central theme.​

Activation

Embark on an extraordinary journey as Wavemaker brings the creation of Coca-Cola Zero to life in stunning 3D animation. Through a captivating video, consumers are transported to a factory where they witness the birth of this iconic beverage. The magic unfolds as the drink is seamlessly connected to a physical pipe attached to the screen, symbolizing its passage from the digital realm to our tangible world.​

To partake in this enchanting activation, consumers download the Coca-Cola app. They spin a wheel for a chance to win exciting prizes, from merchandise to boxes of Coca-Cola Zero. Regardless of winning, they are rewarded with a refreshing Coca-Cola Zero, mirroring the journey through the virtual vending machine and into their hands.

Results

Visitors described the experience as “fun, cool, exciting, and awesome,” praising the innovative connection between the screen and the machine.

• 6,077 samples were distributed
• 5,144 app downloads