Coca-cola Challenge- The “Moteenation” Project

Being “Wanderers in Marketland” ,we wanted to get engaged with a creative marketing challenge exactly like the Coca-Cola one. The company of the famous refreshment came in touch with our Ad & Pr Lab and asked us kindly to come with some ideas for the launch of their upcoming app. They gave us as a brief to make an app that will increase teens’ love for the brand, especially for ages 13–19 , that will have experiential content and some offers & promo too. But also, a challenge was that it has to have a unique name without having the brand’s logo.

So, as an app idea , we immediately thought about teens’ love for digital action games. We simply asked ourselves “ What do teens love? ”. And the answer was, of course, food, gaming, music and movies. So, we decided to have as a main idea a virtual reality game, in which the users will see their area completely differently having elements of their favourite games, like the League of Legends, and in which they will hunt for points, which in the end they can exchange for prizes, such as concert tickets, meals discounts etc.

In order to make this possible, we had to get the opinions of some teens. So, we made a questionnaire to understand what teens are missing from the apps they use daily. With that, we understood that teens enjoy talking constantly to their friends, listening to music and going on adventures whenever they can, so we wanted to combine all these in our new app.

So, our value proposition, more analytically, is that we wanted to make a multi-app with teen’ s relevant content called “Μoteenation” . We would do that by creating a virtual reality game called hidden treasure in which teenagers will be going out at open spaces and will be searching for the hidden treasure in certain spots, as well by providing some offers, new experiences and contests. And all this, because we aim to increase the teenager’s love for the Coca Cola brand and to generate transactions between the users.

In the past 3 months, during our Ad & Pr Lab, I learned how the real market works as we did a more professional work and now I have plenty of skills. Now I know which steps I should follow when someone gives me a brief and wants to share my ideas with him.

Our next steps as a team are to follow Mr. Kapetanakis and Ms. Katerina Vlassopoulou ‘s instructions and we hope our next Ad & Pr Lab offers us more experiences like this one did.

“Wanderers in Marketland”: smaro koveou , Angie Ts. , Jenny Michailidi , Anastasia Pantelaki , diana ts