Agency: Wieden + Kennedy
Coca-Cola’s award-winning ‘Video Game’ advertising creative is to make its UK TV debut as part of a new campaign.
Running for six weeks on satellite and terrestrial TV channels, the advert, which aims to communicate a ‘Coke Side of Life’ twist on traditional video game plots, will be supported by a £2million integrated digital seeding, gaming and social media marketing campaign.
The Wieden+Kennedy US work sees the hero of a gritty, car-racing video game have a change of heart after drinking a bottle of ‘Coca-Cola’. The hero spreads happiness and optimism by handing out ‘Coca-Cola’ as he moves through the city streets, to the memorable ‘You Give A Little Love’ soundtrack.
The ad is being launched via a viral campaign, created by digital marketing agency Anorak, which will run from now until mid-March.
DBMgrid will seed the viral on popular video sharing websites, including Bore Me and Kontraband as well as N3’s Nanosite advertising platform, with banners and links to exclusive content including wallpapers, Instant Messenger icons and ringtones of the ‘You Give A Little Love’ soundtrack.
‘Coca-Cola’ will tap into Windows Live Messenger and certain MSN platforms in an attempt to reach a combined unique user number of 222million across the UK and Europe through a tailored Microsoft Digital Advertising Solutions campaign.
This integrated campaign will see a high-impact car game allowing players to ‘give a little love’ (in the style of the Wieden+Kennedy advert) which will run on a MSN channel from March 26, ahead of a fully skinned, bespoke takeover of the Windows Live homepage on March 27. The planning and buying of the TV and online media campaign has been co-ordinated by Vizeum.
Marketing Director for Coca-Cola Great Britain, Cathryn Sleight, explains: “The ad is the personification of ‘The Coke Side of Life’ philosophy and has already been a huge success in the United States, winning a prestigious Gold Cannes Lions award.
“Inspired by the gaming world, the creative flips the gritty mayhem of video games on its head. We’ve designed the campaign so that consumers discover the feelgood ad online, enjoy it, and then share it with their friends.”`