Diet Coca-Cola's pop up oasis In the Dead Sea desert-Using the "Like Machine" consumers was able to share their experiences through their Facebook profile with family and friends.… read moreAgency: Promarket Tel Aviv
Diet Coca – Cola Israel wanted to communicate with her 20+ consumers with the brand's tag line: "Do what makes you feel good". Diet Coca- Cola and the Promarket Israel agency gave consumers the opportunity to be spontaneous, take a short break from their intense lives and enjoy 24 hours of relaxing and indulging experiences in the Israeli Dead sea desert, combining the style and chic image of the brand with the authentic mood of the desert.
The Diet Coca-Cola, pop- up desert Oasis, "Five stars and a moon", offered its visitors a unique, one of a kind hospitality, from a magnificent and luxurious dinner made by famous Israeli chefs, to intimate acoustic performances by five leading Israeli artists, special workshops such as yoga and tai- chi, an authentic campfire, a drum circle and a breakfast from the chef's kitchen.
Guests could express their appreciation by using the famous "like machines", which were also used at the Coca- cola village, and immediately share their "like" to a certain activity at the resort on their profile, eventually exposing thousands of their friends to the "Five stars and a moon" experience.
Within just a few days from when the promo to the activity launched, "Five stars and a moon" oasis, became one of the most desirable places for the target audience in the country. The resort's luxurious tents were fully booked in less than a week.
The effect was amazing! Thousands of people turned to Coca-Cola and requested to keep the activity going for few more days so that they also will have the chance to experience Diet Coca- Cola's "do what makes you feel good" moments.
The entire oasis resort spread over 5 cycles of 24 hours each. In order to participate, visitors had to buy six Diet Coca-Cola cans/ bottles and pay a nominal fee of 75 shekels (20 dollars).
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