The Art of More Inclusive with First Choice
How can we capture the attention of millennials? That was the question Coca-Cola brought to us, as they wanted to grow their annual Holidays Are Coming campaign.
Knowing how difficult it can be to grab their attention, our campaign had to be geared towards what makes millennials tick. Our research showed they treasure childhood memories of Christmas, and value experiences over possessions, so we created the Ultimate Christmas Sleepover and offered two festive fans the chance to spend the night inside Coca-Cola’s iconic truck.
What better way to celebrate the coming of Christmas, than a night of Christmassy fun with your best mate inside the big red truck itself?
The lucky winner (who also happened to be at the top of Santa’s ‘Nice’ list) got to claim their once-in-a-lifetime experience to sleep inside the iconic vehicle just before Christmas.
We kitted it out with cosy twin beds, multiple ‘Insta-worthy’ photo spots and a high-tech entertainment system – allowing them to snuggle up in style, whilst watching and listening to all things Christmas. We partnered with Laterooms.com as the platform for competition entries, taking over their homepage for 12 days.