Coca-Cola launches new component of its ‘Share a Coke and a Song’ campaign and TV commercial during the AFL grand final this weekend via Host

Updated to included campaign overview. Coca-Cola will unveil the above-the-line component of its innovative ‘Share a Coke and a Song’ campaign to millions of viewers across Australia this Saturday 29th September, with the launch of a 30-second TVC airing during the AFL grand final via Host.

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Following its debut, the TVC, which will run across free-to-air and subscription TV from Sunday 30th September, follows a young girl at a music festival as she is lifted above the crowd to view the stage, experiencing a memorable moment that she will forever connect to the song being played. The TVC then invites the audience to ‘Share a Coke and a song from 2012’ and finishes with the tagline ‘Every Moment has a Song’.

Three out-of-home executions, each featuring the line of a song and a bottle of Coke with the year the song was released and the tagline ‘Share a Coke and a song from…’, bring to life memorable moments that could be marked by music: a music festival ‘I gotta feeling’; a pool party ‘The heat is on’ and a first kiss ‘How sweet it is’. Coca-Cola has invested in the full spectrum of out-of-home from supersites through to proximity advertising to support key retail partners and appearing from 1st October.

To further bring to life the core creative idea that ‘Every Moment Has a Song’, Coca-Cola is sponsoring X-Factor with TVC spots and various in-program elements, while branded content will be integrated into Channel V, Max and MTV programming.

The ‘Share a Coke and a Song’ campaign has seen Coca-Cola team up with Universal Music and Spotify to encourage Australians to relive special moments in their lives and reconnect with friends and family by sharing a Coke and a song. Since 17th September, selected Coke, diet Coke and Coke Zero packs have hit shelves around Australia, featuring a year from the introduction of Coke in Australia in 1938 to the present day.

Consumers are invited to share a Coke and one of 50 popular songs from that year via Facebook, Twitter or email – unlocked by scanning the QR code or visiting the URL on the Coke pack.

A purpose built Spotify application launched this week at Shareacoke.com.au, allows consumers to share the music of their most memorable moments via Facebook. Over time the app will aggregate these moments to create playlists on Spotify that are searchable by moment and year.

The ATL is being supported by a digital campaign running across Facebook, YouTube and a variety of entertainment and music websites and sales promotions with key retail partners.

Says Lucie Austin, marketing director, Coca-Cola South Pacific: “As we expected, music has a tremendous power for connecting people. Since product began appearing on shelf across the country in mid Sept we’re seeing some great conversation on how music is linked to memorable moments. Over the next few weeks of the campaign we look forward to Australia sharing their favourite music moments on our Spotify app.”

Communications Strategy: Naked

PR: One Green Bean