ATL_202120_ADVE_RufaroMusvosvi_WeeklyAssignment1.pdf

1. Weekly
Assignment 1
01
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by Rufaro Musvosvi
Professor:GauriMisra-Deshpande

2. 02
Weekly Assignment 1
Task Description
Research 3 creatively executed campaigns that use a
similar creative strategy. They have to exist across
product categories and could be across geographic
regions. Each of the assets of the campaign work well
together and complete the campaign.
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3. 02
Weekly Assignment 1
Contents
Campaign 1:
Coca - Cola | #ShareACoke
Campaign 2:
Spotify | Climatune
Campaign 3:
Cadbury | #FindLoveInYourLanguage
Comparison
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4. 03
Coca - Cola | Global
#ShareACoke
A campaign to inspire community and togetherness.
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5. 04
Coca - Cola
#ShareACoke
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Billboards
Interactive Standard

6. 5
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Coca - Cola
#ShareACoke
https://youtu.be/_wXnGC3BoCI
TV Ads were specific to each country. Shown here is the
South African ad featuring 'Bobby' the dog.

7. 06
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Coca - Cola
#ShareACoke
Social Media
Partnerships with various celebrities on
social media resulted in the most like photo
on Instagram

8. 07
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Coca - Cola
#ShareACoke
Mobile Kiosks allowed people to walk up and submit their names to create better personalized bottles.

9. 08
Coca - Cola
#ShareACoke
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Interactive Stands
encouraged strangers to sit down
together and share a Coke

10. 09
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Coca - Cola
#ShareACoke
Customizable/Regional Names
gave people from every culture and language
the chance to find their name on a bottle.

11. 10
Coca - Cola
#ShareACoke
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Share Song Lyrics

12. 11
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Spotify | Global
Climatune

13. 12
Spotify
Climatune
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Commercial

14. 13
Spotify
Climatune
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Interactive Website/Playlists

15. 14
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Cadbury P.S. | South Africa
#FindLoveInYourLanguage

16. 15
Cadbury P.S.
#FindLoveInYourLanguage
Television Ads
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featured popular influencers sharing
"I Love You" in their language. https://youtu.be/sX9oqVIapVI

17. 16
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Cadbury P.S.
#FindLoveInYourLanguage
Social Media

18. 17
Customizable Text
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Cadbury P.S.
#FindLoveInYourLanguage

19. 18
Comparing The Three
Elements of customizability
Appeals to feelings of togetherness
Encourage engagement with the product though interactive
digital components
Cadbury P.S. and Coca-Cola made use of influencers
Cadbury P.S. and Coca-Cola allowed consumers to share
personal stories, making them part of the campaign
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Different products
Varying number of media types in the campaign
Size of campaign
Spotify didn't allow individuals to create unique
experiences; they relied on their user data
Similarities Differences