Coca Cola Nigeria Blasts Abuja with Share-a-Coke Campaign
By Wole David
Coca-Cola’s Share-a-Coke campaign has taken over the Abuja out-of-home (OOH) space ready for an intensive deployment to attract consumers with the ability to see their own names, replacing the logo on the pet bottles variant of the world’s no.1 carbonated soft drink (CSD).
Beneficiary of the estimated N1 billion media account is presumed to be Media Perspective the Ikeja, Lagos Nigeria based media agency.
Coca Cola account that used to reside in Starcoms Media, but now with the partnership knot tied with Publicis, and MediaComm’s romance with rival Cola brand, surely the account will certainly find residence at Media Perspective home of Troyka Holdings.
Investigations by MARKETING EDGE weekly confirm that most sites hitherto vacant or redundant before now in and around Abuja have been taken up and or reactivated, for deployment.
The campaign, originally tested in Australia, and later deployed in United States and other European countries has been very popular such that the campaign is now in about 50 countries of the world ready for full activation in Nigeria. This latest local market launch in Nigeria, featuring 600 names that “have been picked from the rich array of names across the various regions” of the country, according to a press release. If customers can’t find a can or bottle in stores now with the desired name, they will “have the chance to create their own personalized” one during a nationwide activation.
Share-a-Coke campaign originally launched by Ogilvy Australia in their “How We Did it” says, “Despite healthy brand tracking data, teens and young adults hadn’t enjoyed a COKE in the previous month alone. We had to increase consumption amongst the masses and get people talking about COKE again. In just the first three months of the campaign,Young Adult consumption increased. Australians began to drink COKE for the first time or for the first time in over a year”.
Worldwide agencies on the Coke account include Naked Communications, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean.
This Coke campaign is certainly targeted at a big splash, to disrupt and excite its target audience which the Abuja Out-of-home clean sweep is intended to achieve. Sources in the industry says selected cities in Nigeria will experience similar situation but for intense political electioneering activities.