The internal national Coca-Cola Amatil (now Coca Cola EuroPacific Partners, CCEP) launch of the ‘Colour My Summer’ campaign was experienced by over 3,200 employees in a roadshow across five Australian cities and uniquely housed in a circus tent with a 360-degree LED screen as the centerpiece. The objective was to engage staff and ignite their passion for the ever-evolving brand that is Coca-Cola.
Peanut Production were tasked to conceptualise, budget, provide end-to-end management and produce the entire Road Show with a very clear aim toward surprising, exciting and visually stimulating for the audience.
CCA (CCEP) has over the years executed many internal roadshows. The challenge was to reinvent the notion of a venue, which led us to creating our own. That being, we toured a circus tent around Australia and created the infrastructure to support it. This showcased the brand in a new, highly emotive and engaging way. Content was layered over three different projected surfaces – one large traditional screen, a 360-degree LED wall directly above the stage and a series of LED panels directly behind presenters. This was keeping in line with the key messaging of the roadshow which was to remain fresh and unique.
The overall tone and attitude in the CCA (CCEP) culture is geared toward a more youthful and fun approach to almost everything they do. From the food offering to the execution of brand plans, everything was thought of in new and engaging ways. For example, instead of going down the traditional catering path we engaged up to eight food truck vendors who were set up inside the circus tent and provided a range of delicious and hearty food offerings.
The big challenge with maintaining a solid and relevant business relationship with a large forward thinking and innovative company like CCA (CCEP) is keeping each project dynamic, engaging and new, event after event. Working closely with our client and their internal stakeholders really helps us stay abreast of their challenges and requirements, therefore providing an authentic understanding of these above mentioned issues.
Internal engagement and feedback was gathered by a series of surveys following the roadshow. Internal engagement recorded highly and overall feedback was the best received in over eight years. In addition to this, understanding and engagement with the new smaller coloured pack sizes resulted in initial national sell in targets for the sales team being well exceeded, making the’ Colour My Summer’ campaign an overwhelming success.
The success of this internal roadshow led to the almost immediate planning of a new national tour for the launch of Coke Life.