BILLBOARD LABEL | Coca-Cola

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For 44 years, Coca-Cola has heavily invested in pitch-side advertising, but can this be leveraged for local market challenges?

In Colombia, football passion is strong, but with their team not qualifying, sales in key accounts like restaurants were expected to fall by 30-40%. Our challenge was to use the Buffalo Wings-Coca-Cola partnership to keep the World Cup relevant and turn Coke's global media investment into a gamified commerce experience.

We introduced the Billboard Label, transforming Qatar's stadium billboards into scannable offers for Colombians, converting 44 years of passive media into direct action via smartphones. 

Case Film

Awards

• Silver / Clio Awards / Creative Commerce