For the first time in years, Coca-Cola didn’t run a TV ad in summer to talk to teens. Instead they trusted us to help speak to their audience in a more relevant way. It was a real leap of faith that ultimately paid off.

To re-engage teens, we tapped into a rich insight: that teens love to escape into their own little world, away from parents and adults. So we gave them such a world. We created a campaign that looked like traditional advertising to adults but was in fact a secret gateway into a rich online experience for teens.

By using the hashtag #colouryoursummer, teens discovered six limited-edition coloured cans were in fact readable codes: codes that unlocked different things depending on the colour combination.

Thanks to world-first mobile image recognition technology, teens unlocked 125 unique branded mobile games, 70 pieces of branded content, access to teen idols, real world experiences and activations, interactive online banners and social discussions.