{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"BRAND VOICE & STRATEGIC STORYTELLING","is_link":false},{"keyword":"ENTRANT COMPANY","content":"OGILVY, SYDNEY","is_link":false},{"keyword":"TITLE","content":"MEET ME AT THE COKE SIGN","is_link":false},{"keyword":"BRAND","content":"COCA-COLA","is_link":false},{"keyword":"ADVERTISER","content":"COCA-COLA","is_link":false},{"keyword":"AGENCY","content":"OGILVY SYDNEY, SYDNEY","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"MICHELLE HOLLAND","is_link":false},{"keyword":"GLOBAL CREATIVE NETWORK LEAD","content":"GUILLERMO VEGA","is_link":false},{"keyword":"GLOBAL CHIEF CREATIVE OFFICER","content":"LIZ TAYLOR","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"REED COLLINS ","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR, SINGAPORE","content":"NIKHIL PANJWANI","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"MAX MCKEON ","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"ANTHONY CAMPAGNA\/JARI KENNEDY ","is_link":false},{"keyword":"ART DIRECTOR","content":"LYNDON CHRISTIE ","is_link":false},{"keyword":"COPYWRITER","content":"CAL HARMER ","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"ADRIAN SHAPIRO (SCOUNDREL)","is_link":false},{"keyword":"AGENCY PRODUCER","content":"TESSA SIMPSON","is_link":false},{"keyword":"DESIGNER","content":"AXEL SPRIGGS ","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"MATT RICHARDS","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"ISABELLA HALEY","is_link":false},{"keyword":"PR AGENCY","content":"OGILVY PR, SYDNEY","is_link":false},{"keyword":"PR DIRECTOR","content":"CLARE HUGHES ","is_link":false},{"keyword":"CLIENT PARTNER","content":"ZAC SCOTT-GRAY","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"SCOUNDREL & STUDIO DIVE, SYDNEY","is_link":false},{"keyword":"DIRECTOR","content":"JAMES DIVE","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"ADRIAN SHAPIRO","is_link":false},{"keyword":"FILM PRODUCER","content":"TESSA SIMPSON","is_link":false},{"keyword":"PRODUCER","content":"GREG HYSLOP","is_link":false},{"keyword":"PRODUCTION ASSISTANT","content":"ISSY WEBSTER","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"The \"Meet Me At The Coke Sign\" campaign's objective was to re-establish Coca-Cola's iconic status with a new generation and celebrate the 50-year legacy of the Kings Cross Coke Sign. The core insight recognised the sign as more than an advertisement; it was a profound cultural landmark, a silent witness to countless personal stories, and a deeply embedded part of Sydney's social fabric.\r<br>\r<br>The creative idea was to transform this passive observer into an active storyteller. The strategy centered on leveraging the sign's existing cultural relevance and the power of user-generated content. Execution involved physically updating the iconic billboard with the phrase \"Meet Me At The Coke Sign\" and a QR code, inviting people to share their personal memories. These stories were then woven into ambient installations across Kings Cross and amplified through a documentary and social media.\r<br>\r<br>This strategy profoundly strengthened the brand's reputation by positioning Coca-Cola as a custodian of cultural heritage and a facilitator of community connection, rather than just a commercial entity. By tapping into authentic shared experiences, the campaign fostered a positive brand perception, moving beyond product promotion to celebrate a collective cultural narrative. This approach led to significant societal and cultural impact, reinforcing the sign's status as a beloved touchstone and generating substantial earned media, demonstrating the brand's deep integration into the community's history and future.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"The core insight behind the \"Meet Me At The Coke Sign\" campaign recognised that the Kings Cross Coke Sign transcended mere advertising; it was a profound cultural landmark, a silent witness to countless personal stories, and a deeply embedded part of Sydney's social fabric. The phrase \"Meet Me At The Coke Sign\" was already deeply embedded in local vernacular, signifying its emotional and historical resonance.\r<br>\r<br>The creative idea was to transform this passive observer (the billboard) into an active storyteller. By simply adding the iconic, locally understood phrase, \"Meet Me At The Coke Sign,\" directly onto the billboard, the campaign tapped into this existing cultural behaviour. This simple yet powerful addition served as an invitation, prompting people to recall and share their personal memories associated with the sign. The creativity lay in recognising and amplifying an authentic, pre-existing connection, turning the billboard into a living monument of shared experiences and re-earning its iconic status through collective storytelling.","is_link":false},{"keyword":"STRATEGY","content":"The PR strategy for \"Meet Me At The Coke Sign\" targeted a broad public, including a new generation and those with existing connections to the Kings Cross Coke Sign, alongside local and national media. The creative communication, centered on transforming the iconic billboard into a community storyteller by adding \"Meet Me At The Coke Sign,\" was inherently PR-appropriate. This human-interest narrative about a beloved landmark and shared memories made it highly newsworthy and shareable.\r<br>\r<br>The PR strategy focused on generating earned media by highlighting the cultural significance of the sign and the emotional resonance of the collected stories. It positioned Coca-Cola as a brand deeply integrated into local culture, fostering community connection. PR platforms included local news outlets (print, TV, radio), lifestyle publications, and cultural blogs. Social media channels were crucial for amplifying user-generated content and reaching a wider audience, with potential engagement from local influencers and community figures. This multi-faceted approach ensured the campaign's message resonated across diverse media landscape.","is_link":false},{"keyword":"EXECUTION","content":"The PR campaign execution for \"Meet Me At The Coke Sign\" commenced with the strategic reveal of the updated Kings Cross Coke Sign, featuring the \"Meet Me At The Coke Sign\" phrase and a QR code. This initial physical activation immediately garnered media attention, transforming a commercial billboard into a public invitation for storytelling. Following this, the launch of the QR code facilitated widespread user participation, generating authentic, community-driven content. Subsequent PR efforts highlighted the ambient and in-venue installations across Kings Cross, showcasing how these personal stories were woven back into the fabric of the neighbourhood. The release of a documentary further amplified the campaign's emotional depth and reach.\r<br>\r<br>This execution, rooted in the insight of the sign's cultural significance, profoundly impacted brand perception. Coca-Cola was seen not merely as a beverage company, but as a custodian of local heritage and a catalyst for community connection. This fostered a positive, authentic image, strengthening brand loyalty and relevance. The campaign initiated a cultural shift by celebrating shared memories and reinforcing the Kings Cross Coke Sign as a cherished landmark, demonstrating how a brand can positively influence societal engagement with its environment.","is_link":false},{"keyword":"RESULT","content":"The \"Meet Me At The Coke Sign\" campaign successfully achieved its objectives by significantly enhancing Coca-Cola's brand perception and fostering cultural engagement. The primary objective was to re-establish Coke's iconic status with a new generation, celebrating the Kings Cross Coke Sign's 50-year legacy.\r<br>\r<br>The campaign's success is evidenced by generating 8.2 million in earned reach from a single billboard. This substantial figure demonstrates a massive increase in public awareness and engagement, far surpassing traditional advertising metrics. By transforming the billboard into a platform for shared memories, Coke positioned itself as a brand deeply interwoven with the community's cultural fabric, not merely a commercial entity.\r<br>\r<br>This approach led to a positive shift in brand perception, portraying Coke as authentic, relevant, and a custodian of local heritage. Societally, the campaign reinforced the Kings Cross Coke Sign as a cherished cultural landmark, encouraging reflection on personal connections to public spaces and celebrating shared history. This fostered a sense of community pride and engagement, showcasing how the brand could facilitate meaningful cultural dialogue and interaction.","is_link":false}],"files2":[{"name":"PR10_007.mp4","type":"mp4"},{"name":"PR10_007_DI01L.jpg","type":"jpg"}],"count":2}