hilltop re-imagined for coca cola - people's insights volume 1 issue 32
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This week, we distill insights around Hilltop Re-Imagined for Coca Cola - a fresh avatar of a classic Coke ad which empowers people to buy the world a coke. 80+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities.TRANSCRIPT
crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 31
Hilltop Re-imagined for Coca Cola
Classic ad re-launched with a digital twist
In 2011, Google partnered with Coca Cola to re-create the iconic 1971
Hilltop TV commercial for a digital era, enabling people to “buy the world
a Coke” using their mobile phones – and Google technologies.
nytimes.com/2012/03/09/business/media/google-remixes-four-classic-campaigns-
advertising.html
The original 1971 Hilltop ad
The original ad, showed young people from around the world singing “I’d
like to buy the world a Coke,” and was a huge hit, leading to over
100,000 letters from viewers, and a song that became a Top 10 hit .
youtu.be/1VM2eLhvsSM
The re-imagined campaign
projectrebrief.com/coke/#page=overview
Google worked with the art director of the original Hilltop ad, Harvey
Gabor, on the re-imagined version. Together, they achieved a 40 year
old dream of connecting people around the world over a Coke.
Buy someone a Coke
projectrebrief.com/coke/#page=new
Via mobile apps and interactive display ads on YouTube, people could
send a Coke to vending machines in New York City, Mountain View
California, Cape Town and Buenos Aires, along with a short message.
Connecting people across the world
The selected vending machines dispensed free Cokes and displayed
messages from the senders. Receivers could share their appreciation
via text and video messages, which were emailed to the senders.
View gallery of thank you messages projectrebrief.com/coke/#page=new
The technology that made it happen
The campaign was built on Google technologies including interactive
display ads, mobile ads, Google Maps, Google Translate, auto &
manual moderation, YouTube, and mobile applications.
projectrebrief.com/coke/#page=tech
Response to the re-imagined ad
The re-imagined campaign was executed on a small scale as part of
Google’s B2B outreach to advertisers. But those who heard about the
campaign wanted to see it launched full-scale and in more locations.
1 and 2) youtu.be/45Z-GevoYB8 3) youtu.be/-w6cOoh_CJA
Spreading happiness
Coke has always been an evangelist of happiness, evident in the 1971
Hilltop ad and its current day positioning. This campaign takes it to the
next level, empowering people to spread and experience happiness.
“What we’re trying to do is move from online community talking about
happiness to provoking it in real life.
– Jackie Jantos, Global Creative Director, Coca-Cola, Mashable
youtu.be/1VM2eLhvsSM
“
The bigger story – Google Project Re:Brief
Google embarked on Project Re:Brief, re-making four classic ads, to
inspire advertisers to explore the creative potential of the digital
medium, and to showcase innovative ways to use Google technologies.
“
“
Until today, we’ve been doing digital advertising. What we’re trying to do is, do
a subtle mind shift from digital advertising to advertising for the digital age.
– Aman Govil, Product Marketing Manager, Google, Globe and Mail
Response to Project Re:Brief
The project received widespread coverage in advertising publications,
580,314 views on YouTube channel, and Hilltop Re-imagined was
awarded the inaugural Mobile Lions Grand Prix at Cannes 2012.
The Google team accepting the Grand Prix at Cannes, via tagga
More People’s Insights Weekly reports
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in three key
areas: crowdsourcing, storytelling and citizenship.
CrowdsourcingMahindra Spark the Rise
Storytelling:@MarsCuriosity
Citizenship#Kony2012
Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
MSLGROUP Insights
Network
50+ MSLGROUP planners
share and discuss inspiring
projects on corporate
citizenship, crowdsourcing and
storytelling.
People’s Insights
weekly blog
We deep dive into
conversations around one
project -- on the MSLGROUP
Insights Network itself but also
on the broader social web -- to
distill insights and foresights.
People’s Insights
Quarterly magazine
Every quarter, we will compile
the best insights from the
network and the blog in the
iPad-friendly magazine, as a
showcase of our capabilities.
For more, visit http://peopleslab.mslgroup.com
Coming soon: People’s Insights Annual
Report
In early January 2013 we will publish the People’s Insights Annual
Report, in which we synthesize our insights from throughout 2012 and
provide foresights for business leaders and change-makers for 2013.
People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for
innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com
