Coca-Cola / Energy /
Free Dance Party
The energy drink space is dominated by the big dogs, Red Bull and Monster Energy – who have equally big budgets to match. Coca Cola wanted to dip their toe into these heavily caffeinated waters with their own drink aptly named: Coca Cola Energy. They asked DO to create a PR-led activation that would get them spoken about in the media, specifically targeting youth.
THE WHY
The year was 2020 and Sydney was in the midst of our famous ‘Lockout Laws’, while we were in the middle of cracking through a lot of work for the upcoming Coca Cola presentation, a free-spirited student named Christie Aucamp-Schutte who puts on ‘Free Dance Parties’ all over Sydney, was shut down by buzz-killing law enforcement. This story received the wrath of social media and youth publications alike. So, with the might of a big idea and global brand behind her, we helped her put on THE BIGGEST PUBLIC DANCE PARTY SINCE SYDNEY’S LOCKOUT LAWS WERE PUT IN PLACE. The press jumped onto it and the Coca Cola Energy Free Dance Party inspired the youth of Sydney to just let go and have some fun again.
THE WHAT
With the aim of driving mass awareness, we smashed our goal out of the park. In total, there were over 300 pieces of media coverage, with an audience of over 15 million reached. The film gained over 17,000,000 Impressions, social generated almost 40,000,000 impressions, and the campaign managed to generate increased brand recall. With this level of media coverage, it’s clear this campaign managed to cut-through and get people talking, tweeting, sharing, and of course… dancing!
THE WOW
