Challenge:
Diet Coke commissioned the agency to create news around the brand in summer 2009 after couple of years of very rare communication.. The objective of the campaign was to recruit a new generation of drinkers for the brand by reinventing and refreshing the brand to develop a new voice and a new drinker base.

 

Solution:
Due to the short timings to launch the campaign, we needed to partner with a high profile event that will give us broad coverage and create big news. It was decided to partner with Nikki Beach brand of party venues and events. It is known for its presence on the beaches of La Croisette during the Cannes Film Festival and was about to make its Canadian début at the Roof Lounge of the Park Hyatt hotel in Toronto during Toronto Film Festival.

We decided to deploy “Style Spotters” to distribute Diet Coke samples at TIFF locations and the use of Twitter to provide live tweets on the chance to win VIP passes to the rooftop lounge after-parties, which Nikki Beach is billing as “the most exclusive VIP celebrity destination” at TIFF. The campaign headquartered online at icoke.ca/dietcoke, where consumers can tap into Twitter feeds that provide clues on how to enter the contest as well.
Print media was bought in the major magazines such as Elle Canada and Style @Home.
OOH was prominently displayed on Bloor St. With a wider distribution of luminescent transit shelter ads, plus the installation of mirror decals, bathroom posters and reflective coasters at upscale bars.

 

Results:

Huge numbers of young adult women entered the contest

Great PR coverage in Metro, Globe and Mail and Elle Cnada

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