Taking Over Manchester with Coca-Cola

A Tailored On Trade Campaign for Lasting Impact

Explore how our Coca-Cola Manchester campaign delivered a bespoke On Trade experience with custom POS, an AR treasure hunt, and a graffiti wall takeover.

Challenge

The challenge was to create an event for over 100 delegates to guide them around Manchester, showing Coca-Cola brand takeovers at various venues, setting an example for other cities to follow, and demonstrating best practice to the global brand team.

 

Solution

We started the creative process by walking around Manchester to truly understand what would work for the On Trade outlets on the ground, and we worked closely with their teams to establish what POS and bespoke centre pieces would appear at each venue. This included commissioned OOH graffiti for the EUROs for a large outdoor wall space for maximum stand out.

To gamify the event, a GPS real-time augmented reality treasure hunt guided delegates across Manchester to each location, providing activities and challenges with a score board that tracked each of the team’s progress as they navigated the city. From photo-filters to quizzes, the app entertained each team and kept them on track making sure they explored each venue and branded experience.

 

Results 

Permanent and semi-permanent POS created stand out for Coca-Cola in and around prime Manchester On Trade outlets which bolstered relationships with key partners.

In addition, the set up and treasure hunt entertained over 100 people from the Coca-Cola Global Leadership team on the day. This approach is now being applied to other key cities due to its success.