Coca-Cola Ski Opening Schladming-Dachstein 2023

Our approach demonstrated creativity and originality in several key areas. We utilized innovative advertising formats by integrating Coca-Cola branding on the Robbie Williams concert stage, specifically on the side wings, adhering to strict guidelines while ensuring high visibility. This creative placement allowed us to seamlessly blend brand presence with the concert experience. To surpass the presence of other well-known beverage brands in the hospitality sector, we successfully dominated the entire gastro mile with Coca-Cola and Römerquelle branding. This strategic move ensured that our products were the most visible and accessible to event attendees, reinforcing brand dominance in the region. However, the highlight of our creative efforts was the iconic Coca-Cola truck. This attraction became a massive draw, with thousands of people queuing for up to six hours to take photos with the Coca-Cola Santa and the truck. This not only created a memorable experience for attendees but also solidified Coca-Cola's brand association with festive joy and community engagement.

For the first time, all the points mentioned in the second section (Key Challenges) were not only consolidated in a single project but were executed in such a way that all predetermined goals were exceeded. Additionally, innovative approaches were implemented, setting a new benchmark for future projects.

The event was executed with meticulous attention to project management, staff coordination, partner relations, and logistics. The complexity of the project stemmed from the numerous tasks and objectives involved. Internally, seven different Coca-Cola departments were responsible for various aspects, while externally, coordination was required with multiple stakeholders, including Planai Bergbahnen, Robbie Williams' management, the concert organizer, the city of Schladming, the Schladming Tourism Office, and the state of Styria. A team of experts was formed that worked together over several months, this team worked diligently to prepare and implement the project at every level. Staff coordination was pivotal, with clear roles and responsibilities assigned to ensure smooth execution. Relations with the client and partners were managed through regular updates and collaborative planning sessions, ensuring that all stakeholders were aligned with the project's goals. Logistically, the project team planned meticulously to handle the challenges posed by the scale of the event. This included managing transportation, accommodation, and on-site logistics to ensure everything ran smoothly on the day of the event.

• Intensive brand engagement with customers • Unique customer experiences (superstar concert, Coca-Cola X-Mas Truck & Village, charity event, meet & greets, etc.) • Increased brand awareness • Enhanced brand love • Support for Coca-Cola sales in the Schladming-Dachstein region • Ski opening highlight concert featuring superstar Robbie Williams • Coca-Cola X-Mas Truck including Santa and the Christmas Village • Coca-Cola spots and advertisements on billboards and the concert stage • Charity collaboration with the Ronald McDonald House Charities • Creation of unique content in the Schladming-Dachstein region • Influencer marketing • PR and media coverage

The integration of Coca-Cola into the Ski Opening and Robbie Williams concert offers a direct opportunity to present the brand and build an emotional connection with the audience. This includes product placements on stage, Coca-Cola branding at the venue, and a dedicated Coca-Cola bar in the VIP area. Participation in the charity auction links the brand with a good cause, fostering positive associations. An exclusive "only Coke can do" package provides a unique chance to present the brand positively while doing good. Displaying the Coca-Cola X-Mas commercial on large screens in the ski area and the arrival of the Coca-Cola Christmas truck, complete with Santa and various attractions in a branded Coca-Cola Christmas Village in Schladming, further engage the audience and draw their attention to the brand. Social media use allows for broad reach, engaging the target audience beyond the event through content, photos, videos, and interactions, thus enhancing brand presence and loyalty. Collaborating with selected influencers increases the brand's reach and credibility, effectively communicating messages to the target audience. Providing VIP tickets and involving influencers in on-site activities further strengthens brand presence and captures the interest of their followers.

Sustainability was a key focus of our sponsorship, emphasizing social impact, sales uplift, and brand awareness. In alignment with our ESG goals, we concentrated on the "Social" aspect, which is vital for Coca-Cola. We demonstrate our commitment to social impact through ongoing initiatives supporting diversity and inclusion, including the Austrian & Swiss Diversity events, Pride, Eurogames, Inclusion Run, and the Special Olympics. This collaboration with the Special Olympics was particularly significant, reinforcing our partnerships with the state of Styria and the city of Schladming. It also laid the foundation for future Special Olympics events. By supporting these initiatives, we enhanced Coca-Cola's social impact, strengthened community ties, and promoted inclusivity and diversity, ensuring our activities benefited society positively.