Coca-Cola / Energy /
Free Dance Party
WHAT’S THE PROBLEM?
Coca-Cola wanted to dip their toes into the energy drink space. However, they risked being muscled out by the big dogs, Red Bull and Monster Energy who had equally big budgets.
WHAT WE FOUND
The year was 2020 and lockout laws were in full force. With an eye on popular culture, we learnt that a free-spirited student named Christie Aucamp-Schutte, who puts on free dance parties all over Sydney, was shut down by the killjoy law enforcement. The story received the wrath of social media and youth publications alike.
DID IT DEFY ORDINARY.
We got Christie back up on the dance floor with a global brand behind her to deliver the biggest public dance party since Sydney’s lockout laws were put in place. The press jumped on it and the Coca-Cola Energy Free Dance Party got the youth off their couches and letting loose.
THE RESULTS
We smashed mass awareness out of the park - over 300 pieces of media coverage, reaching over 15 million, the film gaining over 17 million impressions and social generating 40 million impressions. Brand recall increased getting people talking, tweeting, sharing and of course dancing.
