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Coke TV sæson 1: Bucket List

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.
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    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”.

Officer’s campaign

Officer’s campaign

The Danish Defence wanted to attract ambitious bachelors from Universities to apply for the new officer’s programs. The challenge was that an education in the Danish Defence was not at all part of the bachelor’s mindset. For them, the Danish Defence smelled too much of bullets and rigid hierarchy – all of which were in stark contrast to both the academic education they were pursuing, as well as the future dreams of a management job in the private sector. At Ogilvy, it was our task to engage with the audience by telling a story about real leadership. In order to get the attention of a well-educated target audience, we needed to come up with a solution that spoke to the mindset of a future leader. Thus, we told a story that redefined the perception of The Danish Defence.
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    Ogilvy delivered engaging content in a seamless interface with easy access to information. Something future leaders could relate to. Ogilvy developed a campaign site explaining in detail about the different officer’s programs within the air force, navy, and army. The information was also integrated with short films showcasing what it’s like to be a student within the Danish Defence. The films were shot from a point-of-view perspective providing an exclusive insight into the life of a future officer in the Danish Defence. The UX-design had to be intuitive and interactive in order to engage with the audience. We also developed a digital CV-tool, where the target audience could compare the opportunities of a master’s degree with an Officer’s title. The tool was an example of how we engaged with the audience instead of merely communicating. Through an effective digital customer journey, we managed to develop and execute a digital strategy that repositioned the Danish Defence as an institution with possibilities for young future leaders The Officer’s campaigns ran three years in a row providing great results for the Danish Defence. A report made by Epinion showed that the general awareness of the Officer’s program went from 35% in 2016 to 73% in 2018. The increase in awareness led to growth in the number of applicants. Adjusted to target index 100, the Officer’s campaign realized index 226 in 2016/17 and index 228 2017/18. In other words, the campaign provided the basis for significant growth in the number of applicants two years in a row.

Derfor V-Power

“Derfor V-Power”

Why choose V-Power? We answer the question in Shell’s latest campaign, “Derfor V-Power”. Here we let the drivers themselves explain why they are using Shell V-Power. V-Power is Shell’s brand-bearing product. It is a result of Shell’s dedication to providing the best fuel of choice on the market. It furthermore represents the strongest premium fuel brand in Denmark. Our goal with this campaign was to strengthen the perception of Shell as being “Driven by quality”. By doing so, we need to tell a captivating a story about V-Power and why it is better for your car compared to regular fuel. This should create a bigger incentive for consumers to change behavior towards V-Power.
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    But Shell was facing a huge challenge. The majority of their customers did not understand the difference between V-Power and regular fuel. This was primarily due to technical and complex product description. When the consumers had difficulties with understanding the benefits of V-Power, it was harder to justify the extra costs associating with changing to V-Power. Previous V-Power campaigns showed that tactical campaigns generated trials, but consumers had a tendency to go back to regular fuel within a few months. To feel an effect, the drivers should use V-Power exclusively for three months. To overcome these barriers, we choose to communicate in eye height with the consumers by using testimonials. Real V-Power consumers – not actors – should advocate for V-Power in their wording. Instead of having a technical product focus, we choose to zoom-in on the relationship between the consumer and their car – and why they are using V-Power. To include the technical benefits and product facts, we asked a former racing driver and TV-commentator, Nicolas Kiesa. We managed to create a campaign focusing on the values that the Shell brand always has stood for – high quality and performance. But by taking a more emotional approach we managed to captivate the audience’s attention. Visit our campaign site here.