Background.

1. Coca-Cola Drinks, Belgium • Background. • Coca-Cola wanted to launch an OOH campaign to be original & to reach their core target. • The marketing objectives were differentiation and being Top Of Mind during the end of the year. • Idea. • An OOH campaign to reach the core target in an original way. • An innovativecampaign for Coca-Cola in Railway Stations & Tube reinforced by mass media in the 5 main centres. • Fully wrapped ceiling & wall in metro stations Louise, De Brouckère, Porte de Namur & Arts-Loi. • Big poster in the central hall of Brussels train stations. • 80 panels including More O’Ferrall 36m² in Brussels, Antwerp, Ghent, Charleroi & Liège. • Results. • More than 80% liked the campaign • High recall & attribution amongst the core target • Mass-media + creative use of OOH. • Clever/appropriate use of environments for reaching specific target audiences of “actives” & young people.

2. Coca-Cola Campaign details “To stay a dynamic, young & innovative brand, you have to differentiate yourself and this out-of-the-box campaign has enabled us to achieve this goal and to bring happiness!” Yves de Voeght, Coca-Cola Media Manager Belgium & Luxembourg. • 2 months after the campaign finished spontaneous recall levels remained very high • 55% spontaneous recall • 85% attribution Media - Share of spend Outdoor 19% TV 67% Internet 9% Cinema 6% OOH spend €360,000 Source: MDB MediaXim