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Coca-Cola Play Nation
The Results
The Coca-Cola Play Nation digital platform activation ran for 12 weeks through the Olympic Games. While a physical pavilion typically sees 150,000 attendees maximum, the digital activation well exceeded this number. Against a KPI of 500,000 total users, Play Nation recorded more than 540,000 over the course of the campaign. At its peak usage, the platform recorded approximately 20,000 users per hour.
The Coca-Cola Play Nation digital games hub was a resounding success – a proven and effective example of how brands can use digital channels to capture greater benefits than those normally created through physical activations, particularly the ability to reach a greater audience and positively affect share-of-voice. In an effort to sustain Coca-Cola Japan’s current position as the market leader, this activation reflected an innovative effort by the brand to engage with their consumers and has transformed the company’s approach to future Olympic and Paralympic game time experiences.
This campaign was awarded two golds in the Mob-Ex awards in 2022.
We revolutionised how Coca-Cola engaged its Olympic audience in the midst of the COVID-19 pandemic, through a mobile-first, digital experience that built brand affinity for not only the brand, but also five specific local products we call “Team Coca-Cola” (Coke, Georgia Coffee, Ayataka, Aquarius, and Ilohas) .
2020 Summer Olympics, Tokyo
I directed and led both the pitch and project bringing together creative and technical expertise from both of our Japan and Singapore teams. We beat out all of the top network agencies and established Pico as a contender in the industry and capable in delivering innovative and effective through-the-line integrated and digital mobile campaigns.
Pico helped Coca-Cola turned to digital innovation to connect fans in experiencing the thrill of the 2020 Summer Games. The mobile-first digital platform’s KPIs were greater audience engagement, create and increase brand affinity and brand love, and generate a measurable sales increase for the featured “Team Coca-Cola” portfolio of five Japan market products across retail, vending, and e-commerce channels to maintain their market dominance. The campaign ran from mid-July 2021 through September 2021 with a focus on the domestic Japanese market.
We revolutionised how Coca-Cola engaged its Olympic audience in the midst of the COVID-19 pandemic, through a mobile-first, digital experience that built brand affinity for not only the brand, but also five specific local products we call “Team Coca-Cola” (Coke, Georgia Coffee, Ayataka, Aquarius, and Ilohas) .
Digital | Mobile Brand Activation
Coca-Cola Play Nation
520K+
Total unique visitors over 12 weeks
30%
Of users discovered CokeOn vending machine app through PLAYNATION
60%
Portfolio Awareness 2x Baseline
11K / 2x
Purchases of Coca-Cola products on Amazon Japan / Average promo rate for Rakuten voucher rewards
+13%
Cutting Edge Company
+6%
Brand Trust
+17%
Brand Love
GOLD X 2
Won gold in two categories in the 2022 Mob-Ex awards
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