EXCLUSIVE: Coca-Cola has launched its new campaign promising mystery prizes locked in shipping containers called ‘Big Red Boxes’ which will tour the country over the next month, looking to play on the element of intrigue.
However, the company has admitted it has drawn up risk assessment plans amid concerns of protests from environmental groups angry at the company’s role in getting a recycling scheme in the Northern territories shut down.
The brand has come in for a barrage of negative commentary on Facebook and Twitter over its part in a court battle against the NT Government over a bottle recycling scheme it said posed an unfair extra levy on its customers.
A new TVC created by Ogilvy went to air yesterday showing the boxes being flown over cities across the country as part of the ‘Big Prize Surprise’ push, but the assets are not being released publically in a bid to perpetuate the mystery line.
The promotion is based on a giveaway of $1m of prizes split between the four containers, which will be kept a secret until a prize draw on May 10.
A spokewoman for Coke told B&T: “What we’re hoping to see develop over the next few weeks is the element of intrigue, and get people talking about it over the watercooler.”
She said the campaign is not a follow-up to the hugely successful Share a Coke push last year.
This morning the brand teamed up with Nova radio stations in Melbourne, Sydney, Perth and Brisbane to start the promotion, which will run until May 6, with live bands playing at some of the venues.
In Melbourne the box is in Federation Square where Hughesy and Kate did a live broadcast, while Ash, Kip and Luttsy were live from Reddacliff Place in Brisbane with a box.
However, the Sydney box is currently being driven around the city on the back of a truck, and has not come to a permanent resting place as yet.
A website www.cokerewards.com.au has also gone live, after being trailed on the main Coke website for the past month, promising $1m in mystery prizes and giving details of the on-pack promotion.
See B&T's interview with Coke's VP of global advertising strategy and content excellence Jonathan Mildenhall here.
What do you think of the new campaign, will it be as successful as Share a Coke? Leave your comments below.