Part 2 of the highlights from the Adobe Symposium 2018 in Sydney.
In this recap, we look at how brands are marketing experiences rather than products to further their reach across global markets.
The Coca-Cola Company
David Godsman, Chief Digital Officer, The Coca-Cola Company
Coca-Cola has been on a transformational journey as an experience maker and have spent many of the last 100 years on making sure that consumers are aware of the company. As a company they are focussed on transformation in 4 key areas;
- Experiences they make
- Operational transformation / team building
- Disrupting themselves before others do it, and
- Cultural transformation and the evolution of consumers needs
Inside the company they have a saying, “Kiss the past hello” which means learn from the past and use that as a platform to move forward. Many of the campaign imagery used today is actually leveraged from the historical archives but modernised with the latest technology to add a more sensorial aspect to engage the modern consumer.
They also invite the community to reimagine the experience by creating content and posting it online. No guidelines, no marketing managers, just raw content made by real consumers. To better leverage this partnership between brand and consumer, Coke teamed up with Adobe to embrace the design community with a brief that could be Tweeted to see what could be done for the 2020 Tokyo Olympics and how they could bring together the brand, the community and the Olympic spirit. Over 900 submissions came in as a result and varied greatly from simple scores of music, 2 and 3 dimensional experiences, to hand drawn art and film. This brought together the power of the community and the history behind each piece. Coca-Cola as a company can only grow as much as the consumers allow through experiences and interaction. You can view all the submissions at CokexAdobexYou.com.
Tourism Australia
John O’Sullivan, Managing Director, Tourism Australia
Tourism Australia’s entire company relies on the experience that Australia gives to travellers and visitors from overseas. In order to increase their reach to American audiences, the company decided to do what no company has done before; create a movie trailer as a commercial to engage the audience at the Super Bowl. We have previously written a blog post about it that you can find here.
Americans are travelling more than ever, though our market share remains flat. If they were going to do something big, they had to go all in and the one place that kept coming up in the internal meetings was the unrivalled media platform; the Super Bowl. On average it has 103m+ total US TV audience (46% of households), 1bn+ YouTube views of the ad content alone, 48% of the US target audience would be watching at the one time and 38% of activity on social is sharing the ads vs. 32% for the game. This opportunity was too big for them to pass up and the results in the video below speak for themselves.
