Brief & Objectives
Mass sampling activity was scheduled across the UK targeting 18-35 years old young professionals that would raise awareness of the new product and drive trial and purchasing. TED orchestrated an incredible team of flash mob dancers to add the element of surprise and delight to the campaign, drawing in the crowds, and contextualising the ‘energy’ ingredient of the product. Timing wise, the work focussed on the transition between work ending and play beginning. All TED Brand heroes clearly communicated the key brand messages with every sample, ensuring the perfect serve. TED reported on key metrics such as the temperature control of every single sample, and the key messaging hourly. All consumers experienced the perfect taste and energy boost whilst being entertained energetically!
790,000+ perfect serves of Coca-Cola Energy
200+ activation days
1700+ Brand Hero shifts completed (100% compliant)
+47% of sampled cans recovered for recycling
500+ flash mob performances at key locations