TV ad: Coca-Cola: Roadtrip

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McCann Prague has devised a creative concept for probably the first Instagram campaign with a TV trailer in the Czech Republic. The aim of the campaign is not only to promote the competition for so-called ‘WOW experiences’, but also to make Coca-Cola more attractive for Czech and Slovak teenagers. With this goal in mind, the film centres on a summer road trip taken by Czech Olympic gold medalist Ester Ledecká and Slovak singer Emma Drobná, with selected influencers, as they create content for social networks along their journey. Working with these figures, Coca-Cola is ensuring it stays relevant to young audiences. Naturally there is also strong point of sale promotion. The task of the agency was to introduce this road trip as well as the mechanics of the competition to the target group. So they came up with the “Shall we fly?“ campaign, which combines that summer carefree feeling with the main prizes on offer in the competition (a balloon flight, parachute jump, etc.) and which takes the form of a TV spot used as a social network trailer.