Coca-Cola, Arctic Home
Lexis commissioned consumer research that revealed that the plight of Arctic polar bear seemed thousands of miles away from the everyday issues of British family life, particularly in these tough economic times. To bring it closer to home, we knew we needed to build an emotional connection.
Together with Coke’s integrated marketing team, we created a unique augmented reality experience at London’s Science Museum. This brought to life the issue of the disappearing Arctic sea ice, and allowed media, stakeholders such as Greenpeace and Friends of the Earth, as well as consumers to get close to a family of polar bears and to put questions to polar bear experts. An exclusive screening of a 3D documentary also brought the Arctic closer to home. Following the event, which provided a template to 16 European markets, the video of the augmented reality experience was created and seeded to influencers.
The event was such as a success (388 pieces of coverage generated more than 900 comments and sparked conversation about the campaign) for Coke that it is considering rolling out the AR experience to cities across the UK.