Coca-Cola - Coca-Cola Sing-a-Long

Agency name: LEMZ
Client name: Coca-Cola
Category: Cause or Charity/ Non-profit Marketing

BACKGROUND

Coca-Cola is the world's largest producer of non-alcoholic beverages. It is a partner of radio 3FM's Serious Request show and supports the programme based on its policy of broad social involvement. Every Christmas time, 3FM Serious Request raises funds for disaster relief around the world. Three DJs spend six days without food in a Glass House to raise money for refugees worldwide.

The campaign challenge was to leverage PR to raise awareness of the partnership between Coca-Cola and 3FM Serious Request and to generate maximum exposure and funds for 3FM Serious Request.

We conceived an exceptional fund-raising promotion. Dutch singer Dennis created a Christmas single that everybody could sing along with by calling 0909-8668. Each caller automatically donated EUR 1.30. It was  ingenious - every voice was heard on the official single and everybody wanted their voice on the track. Only 40 artists participated in Band-Aid in 1984. Now, for the first time in the world, everyone in the Netherlands could sing along to support the good cause.

OBJECTIVES