COCACOLA WOZZAAH
The campaign is targeted at Gen z’s with a call-to- action to experience a limited-edition innovation that celebrates African creative expressions of music, art and fashion.
Campaign Objectives
- Create awareness especially among the Gen Z’s about the limited edition of Coca-Cola Wozzaah.
- Recruit Gen Z’s and Gen Alpha’s by fostering affinity with the Coca-Cola brand through co-creation engagement activities leveraging music, fashion and art.
BIG IDEA
‘THE TASTE OF AFRICA’
The concept of Wozzaah is inspired by Africa becoming the hub of creativity especially in creative arts such as music, fashion and graphic artistry. The cumulative of the experiences of the sights, sound and style of Africa is the “Taste of Africa” contextually.
PRE-LAUNCH (Teaser Phase)
Influencer Engagement on Digital (Unveiling Engagement)
Foster co-creation and collaboration in the unveiling of Coca-Cola Wozzaah on digital billboards.
A Call-To-Action by influencers on social media-platforms for audience to participate in “Unleashing the taste of Africa” by joining in a puzzle solving reveal activity.
The result of the engagement itself will be a work of Art which participants have collaborated in creating.
Participation is encouraged and rewarded by an invite to an exclusive launch party.
This phase will also serve as a platform for data collation of participants for future engagement
PR Stunt Angle
As the participants are unraveling the puzzle on the online digital platform, the results of their actions is reflected real time on digital bill boards in strategic physical locations which will help reinforce the buzz and arouse curiosity
Design of dashboard for digital unveil screen at 100% completed
Design of dashboard for digital unveil screen at 100% completed
Influencer Engagement on Digital (Music meets runway and Art )
For fashion, we have a TikTok Wozzaah inspired runway ambience where the influencers showcase themselves transitioning from one Nigerian themed outfit to another with afrobeat music in the background. They will share link with audience asking them to participate.
For art, we have a fusion of Afro-Naija themed art filter designed in such a manner that allows the participants face to complete the art or for the participants face to fill in the gap/space of a portrait painting of a Nigerian icon e.g. Fela Kuti with the sax.
On-ground teaser activation (Malls and Campuses)
Campus & Mall Pop-Up fashion Engagement
The art will have the outline of a human drinking from a bottle. It is like an uncompleted painting that requires a human to step in an pose against the human outline to make the photo complete.., well in this case almost complete as the “Mystery of the bottle” is still unresolved.
This will also mirror what we are trying to achieve with the teaser.
The participant are given a copy of their photos and asked to tag our influencers on social media with #tasteofafrica.styleofafrica, the top 50 videos with the highest number of interactions get to win a ticket to the taste of Africa party.
Visual of Art Engagement Stand
Campus & Mall pop up music engagement
In line with the vox pop approach, we will have our team approach people randomly and give the their 60 seconds of fame by presenting them a pop stage and requesting that they sing any afrobeat song buzzing in their head lately.
A DJ will play the autotune of the selected music for the participant to sing to.
Visual of Pop Up Engagement Stand
LAUNCH (Taste of Africa party ) – Initial Sketch Ideas
TASTE OF AFRICA – Visualization
TASTE OF AFRICA – Animation
TASTE OF AFRICA – Bottle Unveil
Interactive reveal walls
We can also set up designated “reveal zones” in various parts of the city on the evening of the launch .
These zones will have augmented reality (AR) installations where people can use their smartphones to experience a virtual Coca-Cola WOZZAAH bottle drop. When they scan the area with their phones, they can see a digital bottle falling from the sky, leading to interactive contents.
Almost gone phase (IRL Experience)
Campus & Mall Experience – Animation