SERMO GLOBES 2021 AWARD WINNER:
COCA COLA - #OPENTOBETTER

This campaign stood out as a brilliantly creative use of data and took a global platform hyper-local through excellent insights analysis and strategy. Of course, 2020 left deep marks on everyone, Essencius was tasked with the challenge of delivering the first campaign from Coca Cola in eight months.

Coined Open To Better, the campaign was created to enable people to share their personal experiences from lockdowns, learn from each other and inspire positive change – to be #OpenToBetter.

Essencius commissioned a national YouGov survey asking audiences how they’d experienced lockdown and what they wanted to change in their lives based on their learnings over 2020. By analysing the data gathered, the team pinpointed the most popular resolutions per region and tailored their PR efforts not only regionally but hyper-locally!

In addition, for the first time, the brand enabled local messaging on their product – the most popular statements shared in the survey were printed on cans of Coca Cola to inspire locals and give them incentive to hunt down their own statements on the cans across the nation!