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Coca-Cola’s
Asia Largest On-Vehicle Advertising Campaign

Duration: 1 Month
Platform: Vehicle, Driver Mobile Application, Admin Web Dashboard
Advertising Channels: Out of Home Marketing
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Coca-Cola’s Asia Largest On-Vehicle Advertising Campaign

Overview

Coca-Cola ventured into Karachi's streets with Asia's largest on-vehicle advertising campaign. The goal was clear: increase brand visibility, enhance recall, and connect with consumers where they live and move. By branding over 900 vehicles with Coca-Cola's visuals, this month-long campaign transformed Karachi's bustling roads into a moving gallery of vibrant red advertisements.

But this wasn't just about slapping logos on cars. The campaign was powered by technology—Bluetooth devices and mobile apps installed in drivers' phones tracked the routes, creating real-time heatmaps to analyze exposure and optimize the campaign's reach.

20%

Improvement in Campaign Targeting

5M+

Impressions Generated

1.5M+

Total Distance Travelled KM

200%

Increase in Consumer Engagement

15%

Growth in Driver Participation

20%

Improvement in Campaign Targeting

5M+

Impressions Generated

Challenges

1. Crowded Visual Landscape: Karachi's streets are already filled with billboards, signs, and visual distractions.
2. Targeting Diverse Audiences: The city's population is highly diverse in terms of socioeconomic background, commuting patterns, and language.
3. Measuring Impact: Traditional outdoor advertising often struggles with tracking precise engagement or exposure.

Our Response?

  • Use real-time data from the vehicles to track high-traffic areas.
  • Create targeted strategies for optimizing visibility during peak hours.
  • Focus on technology for measurable results.

High Visibility

The campaign focused on enhancing the visibility of Coca-Cola's branding across various vehicles, including buses, taxis, and trains. This approach was instrumental in ensuring that the brand's logo and messaging were omnipresent, capturing the eyes of passengers and passersby alike.

Targeted Reach

Our campaign was data-driven. Using Bluetooth technology and the drivers' mobile app, we tracked each vehicle's movement across the city. This allowed us to create detailed heatmaps, identifying areas with the highest exposure.

  • High-traffic commercial zones received extra focus during peak hours.
  • Residential areas were covered to ensure exposure to families and community hubs.
  • The campaign reached over 5 million people in 30 days across different demographics.

Brand Association

By consistently appearing in public spaces, Coca-Cola strengthened its association with moments of happiness and refreshment. Seeing the brand daily reinforced a positive emotional connection, making consumers more likely to think of Coca-Cola when choosing a beverage.

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Innovation: Tracking Technology & Real-Time Heat-Maps

This wasn't your typical on-vehicle campaign. Coca-Cola incorporated smart technology to take it to the next level:

• Mobile App Integration: Installed in drivers' phones, the app tracked each vehicle's movement and logged location data.
• Bluetooth Beacons: These devices helped create accurate heat-maps, showing where the cars traveled most frequently.
• Real-Time Reporting: The team used the heat-maps to adjust the campaign's strategy in real time, ensuring the best possible exposure.

Impact Analysis

The results spoke for themselves:

• Brand Recall increased by 30% with more consumers recognizing Coca-Cola's visuals.
• The campaign reached over 5 million unique impressions boosting visibility across key markets in Karachi.
• Post-campaign surveys revealed that nearly 70% of respondents noticed the branded vehicles and associated them with Coca-Cola's message of joy and refreshment.

Stakeholder Feedback

Drivers and car owners enjoyed the extra income from participating in the campaign, while transportation companies were keen on exploring long-term partnerships. Consumers mentioned how the ads felt like part of their daily commute, helping Coca-Cola stand out without feeling intrusive.

Future Prospects: Scaling Up And Beyond

Given the success of this campaign, the next step is expansion:

• Broader Coverage: Integrate more vehicles and explore surrounding cities for regional impact.
• Target High-Traffic Seasons: Focus on holiday periods or summer campaigns for maximum reach.
• Add More Technology: Experiment with interactive screens or QR codes on vehicles for engagement.

Tech Stacks: Dashboard & Mobile App

Mobile application and engaging dashboards for real time tracking and heatmaps generation were developed

React.JS

React.JS

Next.JS

Next.JS

AWS

AWS

Nest.JS

Nest.JS

React Native

React Native

MongoDB

MongoDB

Conclusion: A Moving Success

Coca-Cola's 30-day on-vehicle advertising campaign in Karachi wasn't just a marketing success—it became part of the city's life. By combining traditional advertising with smart technology, the campaign reached millions of people, boosted brand recall, and proved that being on the move is one of the most powerful ways to connect.

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