1. Coca-Cola Drinks, Belgium Background. Idea. Results.
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 innovative campaign 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.
Coverage
Brussels
Media agency
Universal Media
Creative agency
Pinkeye
Specialist agency
Outdoor Services
Environment & formats
Transit
Number of faces
80 MOF 36m² + fully wrapped ceiling
& wall Tube + 12m² poster in stations
Target audience
12-44 year olds
Audience figures/Research
(Reach, Frequency)
55% spontaneous recall
High level of attribution: 85%
Date & Duration
weeks
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