Teens are a difficult audience to engage with – their view of advertising is cynical, and when a brand tries to talk to them with anything but absolute authenticity, they fail.
So when Coca-Cola came to us looking to increase their share of this audience, we knew it would only be through something genuinely cool that we would get it right.
People respond to content that feels like it was made especially for them – something that a huge global brand might forget sometimes.
So eBoy was asked to create some of their amazing illustrations for towns and cities all over Ireland. And all you had to do to get one was engage with the work on your social network. We essentially played a game of Where’s Wally with it – spot something particular in the image and win yourself a poster.
The results were an average of 11 minutes spent playing with the work, 15% of all Irish teens visiting the Coke Ireland community, 54,000 plays of the treasure hunt game and a lot of posters going up on people’s walls.