The Oasis & The Sun website case study describes a campaign to increase sales of Oasis drinks by making lunchtimes more enjoyable. Coca-Cola wanted to boost consumption of Oasis among 16-35 year olds. Research found workers found lunch breaks boring. The campaign created an "Oasis Lunchtime Bites" channel on The Sun's website with funny videos by a comedy correspondent. The channel was popular, getting nearly 1 million page views. It successfully associated Oasis with better lunchtimes and increased purchase intent.

1. Oasis & The Sun website case
study
Making the nation’s lunchtimes better and driving sales
of Oasis
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2. Oasis & The Sun website
Case Study
The Challenge
We needed to develop a campaign that would make Oasis
synonymous with lunchtimes and drive sales
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3. Oasis & The Sun website
Case Study
Background
• Coca-Cola needed to increase the consumption levels of Oasis on
weekdays amongst their core target market of 16-35 year olds
• Their research identified that most workers found their lunchtimes
“boring”. Oasis’ communication proposition was “Delivering a Better
Lunchtime”. Vizeum’s challenge was clear – how could we make
lunchtimes a far more enjoyable experience for the nation?
• Success would be measured by the strength of association
consumers now made between Oasis and better lunchtimes,
positive shifts in key brand metric scores, engagement with the
campaign idea and an increased propensity to consume Oasis
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4. Oasis & The Sun website
Case Study
The Thinking
Our insights revealed the average lunchtime for a worker lasted just 27
minutes and Touchpoints research showed us that many workers used
this time to go online. Traffic statistics backed this up, showing that
thesun.co.uk’s traffic peaked between 12pm and 2pm with a significant
peak on the Showbiz channel. This highlighted our readers were
actively looking for entertainment content at lunchtime
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5. Oasis & The Sun website
Case Study
The Idea
Oasis Lunchtime Bites:
• We created an exclusive 'Oasis Lunchtime Bites’ channel on
thesun.co.uk. The channel hosted unique and bespoke content
created by Tommy Holgate, The Sun’s Comedy Correspondent, that
was fun, irreverent and entertaining (perfect for Oasis’ brand
personality)
• New content would be released on the sun.co.uk every weekday
lunchtime and would be supported by a competition to win a 'Dream
Lunchtime'
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7. Oasis & The Sun website
Case Study
Making It Happen
• Video footage for each content pillar (Oasis Lunchtime Challenge,
Weird World, Gaming, Comedy and Quizzes) and a hugely impactful
mock-up of the Oasis Lunchtime Bites channel enabled the client to
understand the tone and feel of the campaign (and why it would
have huge appeal to our readers). Allied to our passion for the idea,
it ensured buy-in from agencies and client, who loved our fresh
thinking
• Supported by in-paper coverage of the campaign, content on Oasis’
Facebook page and Tommy Holgate postings on Oasis’ Facebook
wall, Lunchtime Bites engaged the nation every lunchtime. It
culminated with Tommy Holgate compering the Dream Lunchtime
competition event. The client was so impressed that we were asked
to make a separate video of the day, showcased at Coca-Cola’s
annual conference
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8. Oasis & The Sun website
Case Study
Results
It was the most successful campaign in thesun.co.uk’s history, with:
• Nearly 1million page impressions
• Over 300,000 unique users
• 62% of survey respondents loved the eye-catching content
• 49% associated Oasis with better lunchtimes
• 25% were more likely to buy Oasis following the campaign
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