- 50 square metres of promotional space on the Panorama Plaza
- Free drink samples
- Professional promoters
Original or sugar-free: can fans of the sparkling soft drink taste the difference between the cult drink invented in 1886 and the “Zero” alternative? This was exactly the question during Coca-Cola’s extensive promotion campaign in Vienna’s Westfield Donau Zentrum. The professional promoters had two full days to find the answer.
Eye-catching stand in the heart of the mall
And for those two days the company named after its best seller was on show at the popular shopping centre with a promotional stand in a central location. The 50-square-metre exhibition space offered more than enough room for an impressive presentation. Located on the Panorama Plaza directly at the main entrance, the most frequented area of the centre, the counter, entirely designed in black and red, immediately caught the eye of every visitor. Floor stickers in matching colours clearly marked the presence of the stand,large displays attracted a lot of attention and loving details such as bar tables in the shape of Coca-Cola cans complemented the appearance.
The refreshing visit hit the visitors’ taste buds in the Westfield Donau Zentrum: the modern mall is a popular meeting place for fashion victims, gourmets and families from the Austrian capital and tourists alike. In addition to numerous shopping opportunities, the highlights include several fitness studios and a cinema. Thanks to the pleasant atmosphere, visitors like to spend a considerable amount of time in the open-plan shopping aisles. Thus, a refreshing Coca-Cola was a welcome treat and so the friendly stand staff even managed to invite visitors to try the drink, who until then had been more the fans of the sugary original.
Free sample convinces even sceptical testers
Even self-confessed sugar junkies had a taste for it. The overwhelming response surprised not only the promoters on site but the Coca-Cola Company as well. Even the agency KESCH, which as one of the partner agencies of URW’s Commercial Partnerships Team in Austria were in charge of the campaign’s organisation and booking, drew a very positive balance. Still, they did not want to give an answer to the second most frequently asked question of the two days. The testers were able to convince themselves that “Zero” can absolutely keep up with the original in terms of taste, but the recipe still remains a secret.
If you too have now developed a taste for the Westfield Donau Zentrum and would like to plan an unforgettable promotion, a unique event or a creative product launch, our Commercial Partnerships Team is happy to assist you. Our partner agencies will also be happy to help you implement your individual ideas.