crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 31
Hilltop Reimagined for Coca Cola
Classic ad re-launched with a digital twist In 2011, Google partnered with Coca Cola to re-create the iconic 1971 Hilltop TV commercial for a digital era, enabling people to “buy the world a Coke” using their mobile phones – and Google technologies.
nytimes.com/2012/03/09/business/media/google-remixes-four-classic-campaignsadvertising.html
The original 1971 Hilltop ad The original ad, showed young people from around the world singing “I’d like to buy the world a Coke,” and was a huge hit, leading to over 100,000 letters from viewers, and a song that became a Top 10 hit .
youtu.be/1VM2eLhvsSM
The re-imagined campaign Google worked with the art director of the original Hilltop ad, Harvey Gabor, on the re-imagined version. Together, they achieved a 40 year old dream of connecting people around the world over a Coke.
projectrebrief.com/coke/#page=overview
Buy someone a Coke Via mobile apps and interactive display ads on YouTube, people could send a Coke to vending machines in New York City, Mountain View California, Cape Town and Buenos Aires, along with a short message.
projectrebrief.com/coke/#page=new
Connecting people across the world The selected vending machines dispensed free Cokes and displayed messages from the senders. Receivers could share their appreciation via text and video messages, which were emailed to the senders.
View gallery of thank you messages projectrebrief.com/coke/#page=new
The technology that made it happen The campaign was built on Google technologies including interactive display ads, mobile ads, Google Maps, Google Translate, auto & manual moderation, YouTube, and mobile applications.
projectrebrief.com/coke/#page=tech
Response to the re-imagined ad The re-imagined campaign was executed on a small scale as part of Google’s B2B outreach to advertisers. But those who heard about the campaign wanted to see it launched full-scale and in more locations.
1 and 2) youtu.be/45Z-GevoYB8 3) youtu.be/-w6cOoh_CJA
Spreading happiness Coke has always been an evangelist of happiness, evident in the 1971 Hilltop ad and its current day positioning. This campaign takes it to the next level, empowering people to spread and experience happiness.
youtu.be/1VM2eLhvsSM
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What we’re trying to do is move from online community talking about happiness to provoking it in real life. – Jackie Jantos, Global Creative Director, Coca-Cola, Mashable
The bigger story – Google Project Re:Brief Google embarked on Project Re:Brief, re-making four classic ads, to inspire advertisers to explore the creative potential of the digital medium, and to showcase innovative ways to use Google technologies.
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Until today, we’ve been doing digital advertising. What we’re trying to do is, do a subtle mind shift from digital advertising to advertising for the digital age. – Aman Govil, Product Marketing Manager, Google, Globe and Mail
Response to Project Re:Brief The project received widespread coverage in advertising publications, 580,314 views on YouTube channel, and Hilltop Re-imagined was awarded the inaugural Mobile Lions Grand Prix at Cannes 2012.
The Google team accepting the Grand Prix at Cannes, via tagga
More People’s Insights Weekly reports Every week, we dive into one topic for discussion on the MSLGROUP Insight’s Network and discuss insights and foresights, in three key areas: crowdsourcing, storytelling and citizenship.
Crowdsourcing
Storytelling:
Citizenship
Mahindra Spark the Rise
@MarsCuriosity
#Kony2012
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
Read People’s Lab insights and foresights The People’s Lab team shares the insights and foresights from the MSLGROUP Insights Network on the People’s Insights weekly blog and the People’s Insights Quarterly magazine.
MSLGROUP Insights Network
People’s Insights weekly blog
People’s Insights Quarterly magazine
50+ MSLGROUP planners share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling.
We deep dive into conversations around one project -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights.
Every quarter, we will compile the best insights from the network and the blog in the iPad-friendly magazine, as a showcase of our capabilities.
For more, visit http://peopleslab.mslgroup.com
Coming soon: People’s Insights Annual Report In early January 2013 we will publish the People’s Insights Annual Report, in which we synthesize our insights from throughout 2012 and provide foresights for business leaders and change-makers for 2013.
People’s Lab: Crowdsourcing Insights & Innovation People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and approach that helps organizations tap into people’s insight for innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com
For People’s Lab solutions, contact pascal.beucler@mslgroup.com