Sampling promotion: “Go the reusable way with us”

Briefing

The primary objective was to create outstanding awareness for the innovative 0.4-liter returnable bottle from Coca-Cola. However, it was not only intended to draw attention to the returnable bottle and the new filling and production process, but also to create an experiential connection with the target group.

On the two days of the campaign, the aim was to reach as many customers as possible and at the same time hand out the 0.4-liter Coca-Cola returnable bottles in perfectly chilled condition.

As an additional element, a lasting impression should be left – not only in terms of the product, but also in terms of social responsibility. The activation was therefore designed to fulfill a sustainable and charitable purpose.

Implementation

The basis of our strategy was the powerful campaign slogan “Go reusable with us”. It was clear from the outset that our sampling was not to be a simple distribution; rather, the word “reusable” was to be integrated directly into the activation. In collaboration with our partner Sensape, we have therefore developed an interactive and customized game. Using gesture control, you could steer your avatar in an animated city setting and collect virtual Coca-Cola bottles while walking/running.

The fine-tuning of the gesture controls enabled inclusive participation, even for people with physical limitations such as wheelchair users. Everyone should have the opportunity to take part in the game and do good in the process. The interactive spot, placed in a highly visible and present promotional set-up using a branded XL Cube in the station concourse at Vienna Central Station, became the focal point of the campaign. Messages and information on the topic of reusable packaging were placed all around the game, and references to this important topic were also repeatedly included in the game itself.

The choice of location was strategically crucial: the station concourse at Vienna Central Station is a highly frequented area where thousands of people come together every day and are constantly on the move. Here we were able to invite them to join us on the return journey.

In order to make the activation a digital experience, a photo was taken of the participants during the game, which could be immediately downloaded to a cell phone by scanning the QR code on the screen or shared on social media.

In addition to some of the logistical challenges surrounding the ice-cold 0.4l samples (transport, intermediate cooling, etc.), it was also the first time that such a large promotional set-up (4m high) could be realized and implemented in the ÖBB station concourse. This was not only an innovative implementation, but also contributed significantly to the effectiveness and visibility of our campaign.

Result

The project achieved outstanding success and was awarded silver at the VAMP Award 2024 in the category “Best Sampling Promotion”.

It left behind an impressive output. The countless visual contacts made by passers-by at the main station brought us a figure of just under 1,000 participants who actively walked the multi-way with us. The digital reach was equally impressive, with numerous photos shared and sent in the digital realm.

The results of the two promotion days speak for themselves: we successfully distributed almost 1,000 samples of the new 0.4l returnable bottle from Coca-Cola. A total of 3,000 virtual bottles were collected as part of the interactive game, resulting in a donation of € 3,000 to Caritas Hochwasserhilfe.

The campaign not only led to increased brand awareness and product preference, but also to a direct social impact. The strategy of interacting with the target group in an innovative and inclusive way paid off and led to a positive output. This is reflected not only in the specific numbers of samples distributed and the financial support for Caritas, but also in the positive response and the lasting impression the project left in the community.