PROJECTS

#DILLOCONUNACANZONE SUMMER TOUR

STARTING POINT

Attract and engage new aficionados, especially teenagers, by sharing the emotions associated with Coca-Cola Universe, through the vibrations of music.

BUSINESS CHALLENGE

Give momentum to the #dilloconunacanzone (say it with a song) project developed in partnership with Universal Music.

ACTION

The #dilloconunacanzone initiative had a strong digital footprint supported by a busy calendar of summer live events. During the Coca-Cola Summer Festival, in between performances, bottles were offered to the crowd as refreshments.

A ‘Coca-Cola Village’ was also created at the main seaside resorts: a break and gathering space with an entertainment team and a human-jukebox available for fans to dedicate the most beautiful Italian and international songs. Inside the village, six stations were operated to offer the attendees the possibility to customize their cans with their name and the title of their favorite song.