(ATR) During Rio 2016 Coca-Cola is inviting consumers worldwide to share their "golden moments," in one of the largest Olympic activation campaigns for the company.
As part of the company’s Olympic activation, Coca-Cola wants people around the world to share the feeling behind having a successful triumph in life, such as winning a gold medal. Rodolfo Echeverria, Coca-Cola Vice President of Global Creative, told Around the Rings the idea behind the "That’s Gold" campaign is "gold medals [can] be found beyond the Olympic podium."
The global campaign will consist of television and print spots, a continuation along the 2016 Olympic Torch Relay, the Porto Maravilha live site, the Olympic Park activation zone and a social media campaign during the run up and through the Olympic Games.
Echeverria said the company started developing the "That’s Gold" campaign in discussions with former Olympians who work for Coca-Cola. The campaign began by humanizing the feeling Olympians get when reaching the pinnacle of their training and applying it to moments that people all over the world feel every day.
A total of 24 athletes will be featured in the campaign, with short vignettes showing the raw emotion of the athletes winning an Olympic medal, as well as their candid reactions throughout the process of shooting the campaign. The "That’s Gold" promotions will be used as part of the broader "Taste the Feeling," tagline that Coca-Cola has been using since early 2016.
"Gold is a feeling anyone can taste," Echeverria tells ATR. "It is all very human, it is not out of reach, and is a feeling we have all had [in moments in life]. These are feelings that we can connect to with day-to-day feelings, or with Coca-Cola."
For the social media campaign, people all over the world will be encouraged to take pictures of their daily moments that are similar to what it would be like to feel triumphant during the Olympic Games. Users will upload their photos online using the hashtag #ThatsGold or #IssoÉOro, in Portuguese, to engage directly with Coca-Cola and other users online.
The company will have global influences on-site at the Porto Maravilha live site to help continue capture the "golden moments," as Olympic fans visit the activation zone in and around Rio. Echeverria stressed the campaign was designed to allow the company to "take to the streets of Rio," in a way that had been never done before.
Continuing traditions from past Games, Coca-Cola will have a large location within the Olympic Park. New to the site will be an Olympic pin trading zone as well as a photo booth for fans to get high quality pictures with the Olympic Torch as well as other technological experiences.
The campaign is seen as the largest activation effort in 88 years of Olympic marketing for the TOP Sponsor. It will be Games number 22 for Coca-Cola in Brazil, and the country used the lessons learned during the 2014 World Cup activation to craft the campaign.
"The number of athletes that we’ve called in for everything is immense," Echeverria added. "We are doing the park, yes, but we are having a youth team going places and it is the difference between [what we are doing] and previous Olympic Games. It’s the broadest and most complete thing we’ve ever done."
Written by Aaron Bauer in Rio de Janeiro
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