Overview
In a bid to stay culturally relevant and top-of-mind among Gen Z consumers, Coca-Cola set out to increase product visibility and brand affinity across Indonesian universities. With competition rising from local beverage brands and the growing demand for healthier lifestyle choices, the brand needed a creative, hyper-targeted OOH strategy to reach young adults where it mattered most: on campus.
The Challenge
- Declining spontaneous brand recall among Gen Z in urban areas.
- Limited on-campus visibility due to competing local beverage promos and restricted ad placements.
- Coca-Cola wanted a campaign that felt authentic, not intrusive, and could spark real engagement.
- All of this had to be achieved within a tight seasonal promo window before mid-semester break.
The Strategy
With Playlog’s visibility and audience analytics, Coca-Cola partnered to launch a data-backed OOH campaign optimized for high Gen Z footfall areas.
Tactical Approach:
- Mapped university zones and lifestyle clusters (boarding houses, street food spots, convenience stores).
- Activated 500+ billboards and mini-displays across 12 cities — all within 500 meters of campus gates or food hubs.
- Tailored campaign visuals with Gen Z language and seasonal relevance (“Boost Your Day”, “Stay Cool at Class”).
- Optimized timing for early-morning and after-class visibility using Playlog’s time-segmented impression data.
The Results
- 23% increase in spontaneous recall among Gen Z within 4 weeks.
- 14% uplift in campus-area sales, tracked via retail partners.
- Achieved a CPM (cost per thousand impressions) that was 27% more efficient than Coca-Cola’s previous OOH campus campaigns.
- Brand sentiment also shifted, with social listening showing increased associations like “refreshing,” “energetic,” and “relevant.”
Takeaway
Coca-Cola’s success shows that even in a saturated market, targeted location + cultural alignment can drive real-world impact. With Playlog’s data-driven placement strategy, the brand made every impression count — right where Gen Z lives, learns, and lounges.
Want to replicate this success? Let’s build your next youth-focused campaign together.
