Coca-Cola: Let's Go Crazy
Campaign details
Agency: Ogilvy & MatherMedia: Starcom MediaVest GroupResearch: 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...