Christmas Truck Tour 2023

Briefing

On the part of Coca-Cola International, the specifications for the implementation of the Coca-Cola Christmas Truck Tour 2023 were outlined in great detail. Thanks to our many years of experience and our knowledge of the domestic market, we have been able to adapt this information and design it in such a way that, for example, we are able to offer our customers the best possible service. a visit to each federal state was possible. Coke sees the Christmas truck as a very striking asset that should appeal to a broad target group.

The aim was to design the activities in such a way as to offer appealing experiences for all guests. Furthermore, trading partners should be involved as well as cities and municipalities. Sustainability is a major topic at Coke, including, of course, event series such as the Christmas truck. Following the comeback of the truck tour last year (after a break of several years), this year’s tour had to be put on a new footing and developed further in an appealing way.

Implementation

One of the cornerstones was the safety and traffic concept, which was drawn up individually for each stop in cooperation with the authorities, the executive and organizations such as the volunteer fire departments and stewarding services and implemented extremely successfully. Thanks to the cooperation with Mercedes, which provided one of the first e-trucks (19 tons) for the entire tour, and a cooperation with Sonnleitner (hybrid vehicles), it was not only possible to save the budget, but also to make good use of the sustainability aspect.

In addition to the arrival of the Christmas truck – the highlight for many – numerous attractions awaited the guests on site. The Christmas card photo frame provided opportunities for a souvenir of the visit. After the truck drove in, there was a small grandstand at the front of the truck, which allowed for unhindered selfies with Coca-Cola Santa’s vehicle.

In addition to personalized cans (name and photo), Coca-Cola Santa Claus also had a virtual reality sleigh with which you can “fly” a round. In addition to the attractions mentioned above, visitors could also look forward to a 360° video platform, Santa’s post office and a choir that provided musical accompaniment to Christmas.

Result

The figures (Austria) show the success of the concept:

– 60,000 guests

– 10,000 cans

– 6,000 pictures with Santa

– 4500 VR sleigh rides

– 600 360° Video GIF’s

– 1500 postcards sent

The tour was accompanied by the PR agency Vier Hoch Vier.

The output: 325 media reports with a media equivalent value of 330,000 euros media value.

On top of this, there was a DOOH campaign at Wien Mitte The Mall and a special FX video with the flying Coke truck, which generated a lot of likes and forwards on TikTok, Insta and FB.