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Coke TV sæson 3: Spin the Bottle

How we helped Coca-Cola recapture their teen audience

This case presents CokeTV – a YouTube channel resting on the core values of the Coca-Cola brand and with the purpose of re-engaging teens. CokeTV has been a success among teens from the get-go and has outperformed all KPIs. Now, in its 3rd season, the channel is still going strong.

Coca-Cola was facing a difficult challenge as the sales of soft drinks were declining. The market for soft drinks is larger than ever, and although Coca-Cola is a well-known brand, it has long been a challenge to reach their teen audience. New brands continually emerge onto the battlefield, all vying for teen-attention. Also, the energy drink category has resonated well within teen culture with a strong focus on individuality and empowerment. Teens love feeling unique and trying out new things to create their own identity – thus creating new drinking habits. But even though Coca-Cola has a strong psychical presence – wherever teens go – it’s not their preferred brand.
  • Read more
    In the beginning of 2017, Ogilvy helped Coca-Cola do something different in their marketing effort to recapture teens. We created an always-on track with the strategic purpose of generating a higher level of mental brand presence among teens. Thus, we created a YouTube channel named CokeTV. YouTube’s strength lies in the platform’s ability to build strong communities where users subscribe to be a part of the content experience shared on the channel. Furthermore, YouTube as a platform supports the format of an always-on track in the sense that it rewards volume and engagement. Lastly, and maybe most importantly– teens are there!

    With the overall strategy aligned, the task was to find a unified concept – a concept that was able to articulate teen-desires or tensions to make them approachable. But it should also be something that truly resonates with Coca-Cola’s profound values – Happiness, Solidarity, Optimism, and Community. For this to come to life, we needed to make Coca-Cola play the role of an influencer.

    Season 1: Living out our dreams brings true happiness
    In April 2017, the first season of CokeTV was launched. The concept “The Bucket List Challenge” was based on the insight that teens love living out their dreams – bringing forth happiness, enjoyment, and optimism, which are among the core values for the Coca-Cola brand. But teens today have endless opportunities – and that in itself poses a challenge. Teens are often good at describing their dreams, but in many cases, dream stays just as they are. Dreams. With the “The Bucket List Challenge”, Coca-Cola wanted to inspire teens to actually live out their dreams, take action, create their own bucket list and feel the enjoyment when their dreams come true. Three Coke TV hosts asked teens for their bucket list ideas and turned them into actual events that were featured on the channel. The teen audience played along happily on the channel giving both evaluations and suggestions in the comment sections. In this way, we not only demonstrated how to realize these dreams, but we also created endless opportunities for the audience to engage with and be inspired by each other’s ideas, leading fun that goes go on and on….

    Season 2: In the pursuit of your passion, you inspire others to follow theirs
    In March 2018, Coke TV’s second season launched. The concept “This one’s for You” was founded on the insight that today’s teens are striving very hard to always be the best. But the hard work required to be the best can sometimes overshadow the joy of the end result. For Coca-Cola, it’s extremely important to be passionate about an idea, a dream, a career, a sport, etc. So Coca-Cola wanted teens to take a different look at their workload and shift their focus from “it’s hard but I do it anyway” to “it’s truly exciting and I want this”. Coca-Cola also wanted to show teens what an inspiration they are when they follow their dreams, and how it helps others by telling and sharing their stories. This time our three CokeTV hosts set out to find inspiring teens who aim high in their passions – be that karate, the violin, qualifying for the Olympics or dancing a mean robot. And our teens were indeed inspired. They also followed Coca-Cola’s Instagram profile where we posted behind the scenes on-set footage as our Coca-Cola hosts visited these talented and passionate guests. The audience also started recommending friends of theirs whose stories they would like us to feature on the channel.

    Season 3: Dare to make a stand and do something different!
    For CokeTV’s third and current season “Spin the Bottle”, the concept is built on the idea that sometimes we should be better at embracing the unpredictable and not always plan every minute of every day. Instead, we should dare to do something different, just because we feel like it. Because it is often in those moments that we feel free and realize that we won’t be judged the way we think. Many teens are concerned about judgment having been brought up in a social media world, where they are constantly exposed to each other’s lives. This causes them to often feel stressed and nervous about their own appearance, choices, and behavior. Coca-Cola wanted to show teens that true quality of life is not about control but can come from anywhere at any time – and often when you least expect it – regardless of what other people post on social. What it really comes down to is presence – living in the moment. We thus introduced the concept “Spin the Bottle” to create a little uncertainty in a light and funny way. With our three CokeTV hosts, we set out to identify certain situations, happenings, and timings that could catch our hosts off guard. e.g. guilty pleasures, strange habits, fears, prejudice, etc. They spin the bottle and it decides the topic for the day. So far, our teen audience loves the latest concept for turning an otherwise self-conscious situation or topic on its head and making it fun and safe for them to step out of their comfort zone.

    The results
    So far the results of CokeTV has been striking. We have managed to create an engaging always on track with a 65% view-through rate on weekly 8-minute episodes. With targeted content for teens, we have gained 30,800 subscribers, equivalent to 11% of the total teen population in Denmark. Each episode has an average of 12,214 unique viewers with 3:36 minutes viewed per episode, i.e. 1,898,603 minutes spent with the brand. CokeTV performs as an authentic brand community where teens actively follow and take part in conversations surrounding topics and tensions that matter to them. Thus, CokeTV has effectively contributed to position the Coca-Cola brand and make it relevant for Danish teens. By prioritizing quality content CokeTV has ensured an impressive engagement of 49,160 interactions (base on interactions with the episodes). The channel has qualified for YouTube’s Leaderboard (most watched commercial ads) three times. And teens nominated CokeTV for the biggest teen-award show in the Nordics, “Guldtuben”.

Alt ser bedre ud i en nyvasket bil

Everything looks better in a freshly washed car – Shell

In September 2019, Shell launched subscription packages for their carwash. They needed to generate awareness of this new product and generate leads for CRM follow-up. The communication should support their new brand positioning ‘Driven by quality’ and strengthen the positioning of Shell’s carwash as a premium product in a generic market.
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    The Shell carwash subscriptions come in several complex forms with various prices, timings and wash offerings – and we were dealing with a simultaneous launch of a service app from which the subscriptions can be handled. Moreover, we were faced with the challenge that even Shell’s most loyal customers didn’t find the idea of a carwash subscription relevant – just as they were not preferent of Shell’s carwash because of the carwash product’s generic stance in the market.

    So, our task was to take the generic out of carwash and show the long-term value of buying a subscription. We carried out multiple surveys to get a better feel for Shell’s customers regarding this particular product. These revealed a surprising focus on the emotional aspect of a clean car – contradicting Shell’s traditionally tactical communication.

    It became clear that we needed to unite Shell’s carwash offering with the emotional factors driving car owners to wash their cars – all the while giving Shell a unique position in the market away from its competitors. This led us to work with ‘the feeling of a clean car’, and a campaign concept that did not focus on price or services, as our competitors do, but – to paraphrase legendary creative Dave Trott – to “take the conversation upstream”.

    We worked out a very thorough message hierarchy anchored in the tagline ‘Everything looks better in a freshly washed car’ (“Alt ser bedre ud i en nyvasket bil”). The resulting videos were devoid of voice-overs and titles, showing two sets of visuals (themed ‘City’ and ‘Country-road’) reflected in a shiny and spotless car.

For livet



For life – Multi-tabs

Most of us think that multi-vitamins are just multi-vitamins. But life goes through many stages and it varies greatly what type of vitamins you need. Thus, it is of the essence to drop by the pharmacy to get the right guidance and the right multi-vitamins to take home.

To tell the story, we created ‘For Life’ – a platform enabling Multi-tabs to address all stages of life – from infancy to old age, from pregnancy to fatherhood. The concept is flexible and makes way for emotional storytelling resonating with our target groups while empowering Multi-tabs as a brand that stands by us all …. for life. The film consists of scenes that each addresses a life stage and were used for targeted Social Media assets addressing audiences in different life stages.

Multi-tabs was once a market leading premium brand in the multi-vitamin category. Over the years, this position has become eroded in a market where no brands really stand out and where consumers have become indifferent. As a quality product based on many years of scientific research, Multi-tabs is sold solely at the pharmacy and is heavily challenged by other brands, including those conveniently sold in supermarkets. Thus, Pfizer needed to revitalize and reposition the Multi-tabs brand and reload it with the energy, character, and emotion to once again incite the consumer to drop by a pharmacy and actively choose Multi-tabs.

Coke TV sæson 2: This one’s for

How we helped Coca-Cola recapture their teen audience

This case presents CokeTV – a YouTube channel resting on the core values of the Coca-Cola brand and with the purpose of re-engaging teens. CokeTV has been a success among teens from the get-go and has outperformed all KPIs. Now, in its 3rd season, the channel is still going strong.

Coca-Cola was facing a difficult challenge as the sales of soft drinks were declining. The market for soft drinks is larger than ever, and although Coca-Cola is a well-known brand, it has long been a challenge to reach their teen audience. New brands continually emerge onto the battlefield, all vying for teen-attention. Also, the energy drink category has resonated well within teen culture with a strong focus on individuality and empowerment. Teens love feeling unique and trying out new things to create their own identity – thus creating new drinking habits. But even though Coca-Cola has a strong psychical presence – wherever teens go – it’s not their preferred brand.
  • Read more
    In the beginning of 2017, Ogilvy helped Coca-Cola do something different in their marketing effort to recapture teens. We created an always-on track with the strategic purpose of generating a higher level of mental brand presence among teens. Thus, we created a YouTube channel named CokeTV. YouTube’s strength lies in the platform’s ability to build strong communities where users subscribe to be a part of the content experience shared on the channel. Furthermore, YouTube as a platform supports the format of an always-on track in the sense that it rewards volume and engagement. Lastly, and maybe most importantly– teens are there!

    With the overall strategy aligned, the task was to find a unified concept – a concept that was able to articulate teen-desires or tensions to make them approachable. But it should also be something that truly resonates with Coca-Cola’s profound values – Happiness, Solidarity, Optimism, and Community. For this to come to life, we needed to make Coca-Cola play the role of an influencer.

    Season 1: Living out our dreams brings true happiness
    In April 2017, the first season of CokeTV was launched. The concept “The Bucket List Challenge” was based on the insight that teens love living out their dreams – bringing forth happiness, enjoyment, and optimism, which are among the core values for the Coca-Cola brand. But teens today have endless opportunities – and that in itself poses a challenge. Teens are often good at describing their dreams, but in many cases, dream stays just as they are. Dreams. With the “The Bucket List Challenge”, Coca-Cola wanted to inspire teens to actually live out their dreams, take action, create their own bucket list and feel the enjoyment when their dreams come true. Three Coke TV hosts asked teens for their bucket list ideas and turned them into actual events that were featured on the channel. The teen audience played along happily on the channel giving both evaluations and suggestions in the comment sections. In this way, we not only demonstrated how to realize these dreams, but we also created endless opportunities for the audience to engage with and be inspired by each other’s ideas, leading fun that goes go on and on….

    Season 2: In the pursuit of your passion, you inspire others to follow theirs
    In March 2018, Coke TV’s second season launched. The concept “This one’s for You” was founded on the insight that today’s teens are striving very hard to always be the best. But the hard work required to be the best can sometimes overshadow the joy of the end result. For Coca-Cola, it’s extremely important to be passionate about an idea, a dream, a career, a sport, etc. So Coca-Cola wanted teens to take a different look at their workload and shift their focus from “it’s hard but I do it anyway” to “it’s truly exciting and I want this”. Coca-Cola also wanted to show teens what an inspiration they are when they follow their dreams, and how it helps others by telling and sharing their stories. This time our three CokeTV hosts set out to find inspiring teens who aim high in their passions – be that karate, the violin, qualifying for the Olympics or dancing a mean robot. And our teens were indeed inspired. They also followed Coca-Cola’s Instagram profile where we posted behind the scenes on-set footage as our Coca-Cola hosts visited these talented and passionate guests. The audience also started recommending friends of theirs whose stories they would like us to feature on the channel.

    Season 3: Dare to make a stand and do something different!
    For CokeTV’s third and current season “Spin the Bottle”, the concept is built on the idea that sometimes we should be better at embracing the unpredictable and not always plan every minute of every day. Instead, we should dare to do something different, just because we feel like it. Because it is often in those moments that we feel free and realize that we won’t be judged the way we think. Many teens are concerned about judgment having been brought up in a social media world, where they are constantly exposed to each other’s lives. This causes them to often feel stressed and nervous about their own appearance, choices, and behavior. Coca-Cola wanted to show teens that true quality of life is not about control but can come from anywhere at any time – and often when you least expect it – regardless of what other people post on social. What it really comes down to is presence – living in the moment. We thus introduced the concept “Spin the Bottle” to create a little uncertainty in a light and funny way. With our three CokeTV hosts, we set out to identify certain situations, happenings, and timings that could catch our hosts off guard. e.g. guilty pleasures, strange habits, fears, prejudice, etc. They spin the bottle and it decides the topic for the day. So far, our teen audience loves the latest concept for turning an otherwise self-conscious situation or topic on its head and making it fun and safe for them to step out of their comfort zone.

    The results
    So far the results of CokeTV has been striking. We have managed to create an engaging always on track with a 65% view-through rate on weekly 8-minute episodes. With targeted content for teens, we have gained 30,800 subscribers, equivalent to 11% of the total teen population in Denmark. Each episode has an average of 12,214 unique viewers with 3:36 minutes viewed per episode, i.e. 1,898,603 minutes spent with the brand. CokeTV performs as an authentic brand community where teens actively follow and take part in conversations surrounding topics and tensions that matter to them. Thus, CokeTV has effectively contributed to position the Coca-Cola brand and make it relevant for Danish teens. By prioritizing quality content CokeTV has ensured an impressive engagement of 49,160 interactions (base on interactions with the episodes). The channel has qualified for YouTube’s Leaderboard (most watched commercial ads) three times. And teens nominated CokeTV for the biggest teen-award show in the Nordics, “Guldtuben”.

Career site

Turn up the volume, lean back and enjoy the case movie (in Danish)

A new career site

The users were lost in the different educations the Danish Defence had to offer. Multiple programs were spread out over different domains using an outdated CMS. This led to a frustrating target audience who was met with an everlasting task to find new career opportunities. With more than 20,000 employees and over 40 different programs, the Danish Defence had to come up with a new and modern solution. In order to do so, the Danish Defence teamed up with us at Ogilvy.
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    The Danish Defence needed a new career site that met the demands of a new digital generation. The website should speak the same language as the target audience and be easy to navigate – both from an internal and external perspective.

    In collaboration with the client, we created a concept where the user could gain easy access and filter in more than 40 educational programs. We made it easy to see which specifications were needed for the different programs the Danish Defence had to offer.

    By creating a solution that was simple to use, we made the path from interest to execution shorter. A simple user journey made it easier for the target audience to get an overview of jobs and educational opportunities. In other words, we made a complex organization look and feel simple by converting over 300 subpages to only 139 pages. Simple navigation wrapped in a visually appealing user-interface controlled by an effective CMS-platform made it all possible.

    By including a visually appealing layout, we generated a digital experience that brings the target audience closer to life in the army. Images and film create an inspiring environment that makes the user want to explore different careers, which is made easy by smart navigation.

    We created a website with state of the art UX that was optimized for lead generation. The career site is now considered to be the key driver in the digital ecosystem of the Danish Defence. We had to find a way to transform the target audience’s perception of the Danish Defence as well as their education programs. Through insight-based creativity and by recommending a new efficient CMS system, we managed to redefine the image and user experience of Danish Defence’s education programs.

    Please check out the finished career site here.

    Digital deliverables

Tolk

Tolk

In a world of differences, communication is key. But what if you don’t speak the language? Don’t understand the culture? Don’t look like a native? The Danish Defence was in an urgent need for civilian interpreters. But how can you recruit Arab-speaking Danes to work as civilian interpreters in Iraq? Quite a mission.
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    The target group felt excluded by the Danish society. A targeted campaign on Facebook and Spotify provided the Danish Defence with some of its most popular content for a long time. Videos of senior military staff encouraging people to apply for the role of civilian interpreters in broken Arabic. By communicating with the target audience on their terms, the Danish Defense won their attention.

    The Danish Defence received more than ten times as many applicants as the year before – and in addition, they got a new and positive dialogue with a hard-to-reach target group.

    Based on the creative concept, The Danish Defence and Ogilvy teamed up for the second year in a row. With help from current interpreters, we made a new campaign attracting Ukrainian-, Arabic-, Dari-, and French-speaking civilians. The Campaign received three times the applications needed. Furthermore, the campaign gained a lot of organic traffic as the message was shared in multiple Facebook groups including “Ukrainians in Denmark” and various closed groups for Arabic-speaking Danes.

From Kitten to Cat

The Journey from Kitten to Cat

Royal Canin was facing a huge challenge because sales were declining in the Nordics. They urgently needed to revitalize their brand across the Nordics by reestablishing themselves as the expert in pet nutritional health – and once again become the preferred go-to, when seeking information on the best dietary options for cats and dogs.
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    Extensive research showed that cat owners are in fact cat parents, and they wish to do the very best for their fur baby. Nonetheless, research showed that they feed their vulnerable kittens adult cat food. But in order for a kitten to develop and grow, it needs the right nutrition. The wrong type of food could lead to health problems later in life.

    We came up with the concept ‘From Kitten to Cat’ following three kittens from when they leave their mother until young adulthood. Through this process we inspire, guide and empower the target group to be the best pet parents. Hence, making the target audience aware of the fact that a kitten has a specific nutritional need and therefore requires special kitten food in order to get the very best start on life.

    Additional footage was turned into amusing teasers for the web series. The idea of using the documentary genre was to portray the reality of the kittens’ everyday life and their personality and thus their individual development needs. Our goal was to establish an emotional connection with the target audience and eventually ensure awareness of kittens’ special feeding requirements without “hard-selling” Royal Canin products.

    We launched a sequential story-telling funnel on Facebook every month throughout five months of production. Each month began with the launch of the teaser and actual episode on Facebook. The audience engaging with the episode were then targeted with the tailored content leading them further down the social funnel. We then re-engaged the audience with more rational educational content leading them to the lower funnel, a campaign site entitled fromkittentocat.com.

    On the campaign site, visitors were able to further engage with Royal Canin through rational content and articles about e.g. different nutritional requirements for a cat through different life stages and cat breeds. The campaign ran in Denmark, Finland, Sweden and Norway over a 6-month period providing a 30% increase in total revenue of Royal Canin cat food across the Nordic markets.

Lidt bedre end andre gode oste

“Lidt bedre end andre gode oste”

Ogilvy had the pleasure of working with Riberhus for more than 12 years. During that time, we have contributed to making Riberhus the strongest cheese brand in Denmark. Our take on communication was primarily focused on craftsmanship and quality. In other words, we told a story about a cheese that was – slightly better than other good cheeses .
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    The communication has naturally evolved over the years. The story about a master and the apprentice told a humoristic story about all the work and dedication that goes into making a block of good cheese. Even though the story was told by actors, the storyline was true. The master and the apprentice became a popular storyline that ran for several years until the master himself had to retire. In 2013, the platform was to be renewed but we kept some similarities.

    We created a new universe with an underlying message telling our peers to focus on one thing at a time while making an effort. This new universe became one of Arla’s best performing campaigns. Furthermore, it worked as a quick reminder for the target audience: Sometimes all you need is to make an effort and stay focused on one thing at a time – just as we do at Riberhus.

    But Riberhus was facing a challenge. Even though we emphasize quality, craftsmanship, and taste, Riberhus was perceived as a mass-produced cheese for everyday life. On top of that, Riberhus is heavily reliant on milk prices; if the prices go up on milk, the price goes up on Riberhus. Finally, the price difference between Riberhus and its competitors increased, meaning that it was even more important to focus on craftsmanship, taste, and quality to defend the higher prices.

    Our research showed that the majority of Danish cheese lovers had three to four preferred cheeses that they usually choose between. But in the end, the consumers are very focused on price, meaning that 1 in 2 cheeses bought in supermarkets is purchased on sale.

    So, how should we convince the Danes that Riberhus is all about solid craftsmanship and therefore worth the extra penny when we don’t have any communicative USP’s to build our story around.

    We decided to visit Riberhus once again. This time we met the chief crémier affineur, Lars. We had a two-hour tour at the cheese factory. We learned about the importance of the temperatures in the maturing room, how many holes a Riberhus must contain etc. But one thing stood out. The craftsmen at Riberhus are extremely passionate and dedicated to their craft.

The Pilot

The Pilot

The need for pilots within the Danish Defence is rising. Even though there is increased demand, the number of applications has been declining in recent years. The young audience is disqualifying themselves ahead of the admission due to misperceptions. They believe it takes a superhuman to become a pilot– which is not true. To overcome this misperception, Ogilvy was brought in to assist the Danish Defence with a campaign promoting the pilot’s program.
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    We needed to recruit more suitable candidates for the admission program. But where do you start when it is perceived to be an impossible mission to become a pilot? We needed to reach a target audience consisting of young adults in their early twenties. To do so, we need to get them inspired and eager to join the pilot’s program. Along the way, we would be able to paint a new picture of the pilot’s program as being obtainable as long as you contain the right drive. Pilots are not super-human but ordinary people. This was a key message in the recruitment campaign, but we needed to communicate it interestingly. But our main challenge was to overcome the binding terms that followed the pilot’s program. The aspiring pilots will commit themselves to 12 years of service in the Danish Defence. This is a major barrier for the younger generations as they organize their life around flexibility to accommodate a dynamic way of living. Furthermore, the job is offered in Jylland which is considered another barrier as the younger generations move towards metropolises and away from the outskirts. Our target audience consists of young adults in the early twenties. To captivate their attention, we took advantage of their FOMO (Fear of Missing Out). We encouraged them to take the chance because it would be a shame to miss the opportunity and regret never taking the chance when you had the opportunity. We took some inspiring stories from the real world and wrapped them in an engaging format. We got down-to-earth people who already worked as a pilot – or soon to become pilots – to tell their emotional stories about the dream of becoming a pilot. We focused on the soft values and finished the film with a question: “Are you dreaming of becoming a pilot?”. Who knows? Maybe you will become the next pilot in the Danish Defence.