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Coke Food & Music Fest DRC
Client
Work done for The Coca-Cola Company at Ogilvy Africa
Market
Democratic Republic of Congo
Role:
Insights, strategy, campaign development, creative direction
Project type
Experiential, Activation, Shopper, Radio, PR
Launching the DRC’s first-ever food and music festival.
Challenge
How do you make Coca-Cola culturally relevant to a young generation in the Democratic Republic of Congo while driving sales and cementing the brand in culture?
Approach
We created CokeFest, a two-day celebration of Congolese food, music and street culture. By partnering with local artists, chefs and food vendors, we transformed the brand from a sponsor into a participant in the culture. A nationwide consumer promotion rewarded every bottle purchase with the chance to win festival tickets, instant prizes and spending tokens for the event.
Impact
30,000 entry tickets sold
20,000 attended the 2-day festival
107.000 Coca-Cola bottles sold
100% growth rate for page engagement
Total engagements: 189K
Total reach: 5.3 M
Total likes: 67K
Total impressions: 6M
