RC Cola approached the agency to create collaterals for an event sponsored by AIESEC. The agency launched a "Born Free" contest asking people to submit quotes about individuality, freedom, and whackiness to depict the RC Cola brand. Winning quotes were printed on t-shirts. The campaign also included a direct mailer, social media activities pre-event, and posters at the event. At the event, the agency captured photos and videos, which were shared on social media to increase engagement. The integrated digital and on-ground campaign successfully generated a lot of brand love and exposure for RC Cola.

1. Integrating a youth focussed on-ground
event into digital media

2. RC Cola approached us to do
some collaterals for an event
they were sponsoring for AIESEC.
As usual we wanted to do more-
Double the impact with
minimum incremental spend.
Business Challenge

3. We created the “RC Cola Born free”
contest where we asked people to
submit quotes depicting ‘
individuality, freedom & whackiness’.
Things which our brand stands by .
Born Free Contest

4. An infographic depicting the contest which was shared across platforms

5. The winning quotes were fused with
RC Cola’s official artwork and printed
on t-shirts.
Crowdsourcing T-Shirt Designs

6. We built the campaign further and
involved a direct mailer, mix of pre-
event social media activities and
posters at the event.
Digital integration with on-ground activities

7. Photos from the successful event
We captured content at the
event and spread it via social
media,encouraging people to
tag themselves thus increasing
traction.

8. Videos of people who love RC
We captured videos of people
who love RC Cola.
Specifically targeting those who
had tried the brand abroad &
liked it.
https://www.youtube.com/watch?v=KzE-rwMvCoo

9. Direct
mailer,Poster
On Ground
Activation
Social MediaContest
Capturing
videos & images
Elements of the Campaign

10. Results: A lot of Brand Love