Coca-Cola
A music programme with touchpoints everywhere and no single story holding them together. Coca-Cola's events presence was active across event, digital, and retail, but each surface had drifted into saying something slightly different. The brief was to build the marketing strategy behind that presence and turn scattered activations into brand affinity.
Deliverables
Campaign strategy
Multi-channel audit
Brand affinity plan
Touchpoint alignment
Activation framework
Date
2010-2012
Client
The Coca-Cola Company
Industry
Beverages
One story carried across event, digital, and retail, with an audit to keep every touchpoint pulling in the same direction.
A programme spread across three channels can comfortably say three different things without anyone noticing, because each channel reports on itself. The strategy set a single story and then made every activation accountable to it. A multi-channel audit followed the message across event, digital, and retail to find where it drifted and why. Brand affinity stayed the goal throughout rather than reach, which changed what counted as a successful activation and what was quietly costing more than it returned.