MICHA’S SURPRISE

ClientCOCA-COLA
Category A03. Online: Fiction & Non-Fiction
TitleMICHA’S SURPRISE
Product/ServiceCOCA-COLA
Entrant OGILVY & MATHER BERLIN, GERMANY
Idea Creation OGILVY & MATHER BERLIN, GERMANY
PR ROTH & LORENZ Stuttgart, GERMANY
PR 2 FISCHER APPELT FURORE Hamburg, GERMANY
Production STORZ & ESCHERICH Berlin, GERMANY
Production 2 BAKERY FILMS Hamburg, GERMANY
Production 3 PHIL GLANDIEN Berlin, GERMANY
Production 4 MEDIACOM GERMANY Düsseldorf, GERMANY
Additional Company COCA-COLA Berlin, GERMANY
Additional Company 2 VOGT CASTING Hamburg, GERMANY
Credits
Name Company Position
Dr. Stephan Vogel Ogilvy Germany Chief Creative Officer
Tim Stuebane, Birgit van den Valentyn Ogilvy Germany Executive Creative Director
Bjoern Kernspeckt Ogilvy Germany Creative Director
Johannes Jost, Christoph Hubrich Ogilvy Germany Art Director
Carlos Pabon Ogilvy Germany Copywriter
Stephen Kimpel, Sonja Philipp Ogilvy Germany Account Management
Georg Ilse, Manuel Kappmeyer Ogilvy Germany Agency Producer
Kai Sehr BAKERY FILMS Filmproduktion GmbH Director
Johannes Hubrich BAKERY FILMS Filmproduktion GmbH Editor
Tini Schwarz, Stefan Schuh BAKERY FILMS Filmproduktion GmbH Film Producer
Jalaludin Trautmann BAKERY FILMS Filmproduktion GmbH DOP
Phil Glandien Phil Glandien Music Production
Isabel Kuehnel, Verena Gemeiner MediaCom Germany Media Manager
Peter Frost Roth & Lorenz GmbH Agentur für Erlebniskommunikation PR Manager
Fabian van Appen, Catherine Hoffmann Fischer Appelt (Social Media) PR Manager
Christoph Isenbuerger, Lars Senhen, Johannes Haefner, Melanie Niekant, Philip Hartmann Coca-Cola GmbH Advertiser's Supervisor

The Campaign

Nothing is more powerful than a real story. Under the pretext of making a documentary about his job, we accompanied truck driver Micha over 2,000 km on one of his truck tours. At the end we surprised him with an unforgettable reunion with his family. From this story we created a highly emotional film for social media – linked to Coke.de. On the website, everyone had the chance to create and send special-time vouchers for their loved ones.

Creative Execution

The film was placed first on Coke's Facebook page on December 15th. Just 2 days after shooting the main surprise. Sponsored Facebook ads, YouTube pre-roll ads, Instagram posts and PR placements of the story supported the posting. The aim was to reach as many viewers as possible in a short period of time, as Christmas was just a couple of days away.

Micha’s story went straight to the heart and became a viral hit. In just 10 days, the campaign reached 7.2 mio views, 90,645 likes and stunning 58,063 shares. True to our motto “spend time together”, the film inspired people to give special-time vouchers to their loved ones, worth 890,678 hours, on Coke.de.

Coca-Cola started once again its Christmas campaign under the motto: “Make someone happy”. Our message was present everywhere, but we knew we had to back our talk up with action and that the strongest message we could deliver was a real story that would touch people's hearts. We found Micha's story and filmed the surprise for the Coke social media channels. Social media is the place where our consumers interact the most amount of time with our brand. We hade to give them the best and most entertaining content possible in order to not lose their trust.

Coca-Cola wants to talk to people of all ages and social backgrounds who believe that the world can be a better place. In order to reach such a vast target audience, we developed a highly emotional branded content piece. Micha's story had to objectives – reach people's hearts during Christmas and increase traffic to the main Coca-Cola website, Coke.de. On the site, visitors had the chance to submit and create their own non-commercial gift-vouchers for friends and family. A user-friendly personalization web-tool completed the experience. This personalization web-tool gave Coca-Cola also valuable CRM data that is key for future Coke marketing campaigns.