Coca-Cola/Gogglebox – Holidays Are Coming Activation
Coca-Cola’s famous “Holidays Are Coming” ad is highly anticipated and marks the official countdown to Christmas. For 2017, Coke wanted to launch their Christmas campaign in Ireland in a playful, exciting, and memorable way and get people talking about the brand. They wanted to give Coke an Irish voice and what better way to get the nation talking, than get our voices of the nation talking about it on Gogglebox Ireland?
On the 15th November the Irish Coca-Cola “Holidays Are Coming” Christmas campaign was launched. Without spoiling the surprise, the idea was to let people know that they could expect something special. The original 30” ad was cut down to a 10” teaser ad version which was fed out on TV3’s social channels and on Coke’s own extensive channels. This gave the public a hint of what was around the corner and made sure that they knew to tune in to Gogglebox Ireland on that evening. In the last centre break of the show in the “Last in Break” position, the full 30” “Holidays Are Coming” ad was aired for the first time in Ireland that year, kicking off Coke’s Christmas campaign. Just a few short moments later our favourite Gogglebox families watched the same ad. The families had some hilarious and heartfelt reactions to the ad, it went down a treat! Reactions immediately started pouring in. The episode delivered an average of 203,900 viewers and a 13% viewing share. The episode reached a total of 357,200 viewers and viewing peak was 243,500 on the night. The placement of the ad into Gogglebox Ireland was a huge success and the #HolidaysAreComing and #GoggleboxIrl hashtags were trending on Twitter that night, bringing the brand to the forefront of conversations.
Barry Fitzgerald, Implementation Director at Mediacom Ireland said:
“We were delighted for Coca-Cola to be a part of Gogglebox Ireland; it was a really authentic way to get the nation talking about such an iconic brand ad. It was the perfect vehicle to launch the ‘Holidays are Coming’ campaign and it allowed viewers to experience the same Christmassy moment as the families in the show. The client was thrilled.”