This month (June) Coca-Cola revealed its plans to recognize the most entertaining “goal celebration” with its “Coca- Cola Celebration Award”. Coca-Cola believes that “Players are sure to release their African rhythm and create some iconic move that will rival the legendary celebrations…” After all what is FIFA without the jig, the jiggle, the jumps, the triumphs. You enjoy the way the players celebrate after each goal as much as the game. Now Coca-Cola has it all archived at www.fifa.com/celebrations, and it’s giving awards for the jiggle that gets the highest votes from viewers.
In fact it was Roger Milla of Cameroon who in a spontaneous release of emotions celebrated his goal with his iconic corner flag dance; and forever changed the world of “football goal celebrations”. With FIFA happening in Africa, Coca- Cola thought of this unique advertising strategy. Its final aim is to increase the company’s service from 1.8 billion servings per day to 3.2 billion by 2020. This seems to be an interesting way of blending the game, the feel of Africa and happiness all into one! So it instituted this award for the player who celebrates his goal in the most unique manner.
OPEN HAPPINESS – A GREAT STRATEGY
An interesting viral campaign caught my attention – it was called “The fun theory” campaign. The bottom line of all the video clips was – making things fun is the easiest way to change people’s behaviour. It was a series of experiments named “the fun theory” which was conducted and captured on a hidden camera to find out if the world could be made a better place by introducing the element of fun. One of the most popular ones (more than 1 million views on YouTube) shows how turning a set of subway stairs into a large piano (each step was painted as a key of a piano) encouraged people to use the stairs and not the escalator. Every time you walked, a stair played a musical rote. You could see the people playing on the steps and actually enjoying it. Another experiment had a trash can which made a sound, as if it was a 50 ft. deep well, when you threw garbage into it. This particular trash bin collected more garbage than earlier - simply because everyone enjoyed the experience. Each viral ended with one line, “The funtheory.com. An initiative of Volkswagen”
Not surprising then, that this year at the Cannes Lions International Advertising Festival, the most prestigious award, that of ‘Advertiser of the Year’ – which is given to advertisers who have made a place for themselves when it comes to encouraging creativity and inspiring innovative marketing campaigns – went to Volkswagen. From its first win at Cannes Lion in 1961 to the current one for its ‘viral ad’, Volkswagen has showcased creativity at its best. Again, it’s not surprising that its intelligent positioning and brand building strategy will help it fulfill its aim of becoming the leading car manufacturer in the world.
When it comes to brand building, the one theme that seems to be working best is that of “fun”, be it drinks (Coca- Cola) or driving (Volkswagen) all seem to be adopting this theme. Read More....
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