Coca-Cola: Let's Go Crazy

Campaign details

Agency: Ogilvy & Mather
Media: Starcom MediaVest Group
Research: Millward Brown, BMC Innovation Company

Executive summary:

As companies like Coca-Cola continue to push the envelope on creating immersive campaign experiences, the way research influences and measures these experiences must evolve. Latin America's 'Let's Go Crazy' campaign for brand Coke presents new questions - and answers -illustrating how research:

  • Helps brands move beyond associations to true change-agents in consumers' lives.
  • Helps build and adapt regional campaigns to transcend borders.
  • Uncovers the push-pull relationships between media to highlight the best exposure paths for more meaningful consumer connections.

The campaign's success proves that even in today's media landscape, the relationship between research and creative is more important than ever before.

Business situation and campaign objectives: