The implementation of Out-Of-Home and Mobile Out-of-Home strategies has demonstrated the effectiveness of outdoor advertising with a strong response in the results obtained.

In just a few weeks, Coca-Cola Chile grew 18% in Top of Mind, reaching 75% in the beverage category and also remaining the leader in visibility in OOH with 70%, 2.3 times more than the 30% at the beginning of the bell.

With the main objective of generating awareness and developing a communication plan that would allow the creation of a permanent presence circuit, to achieve impact and brand equity over time, Worldcom OOH developed a comprehensive plan that included airports, subway stations, the most important cities and various digital and analog formats in the most important accesses and avenues of each city.

Worldcom OOH, the global media strategy, planning and trading company specialising in OOH, DOOH (Digital Out of Home) and Programmatic, was in charge of the integral development of the Equity Coca-Cola Chile campaign that was carried out in multiple cities throughout the country.

These cities include:
  • Santiago
  • Arica
  • Iquique
  • Antofagasta
  • Concepción
  • La Serena
  • Puerto Montt
  • Viña del Mar
  • Valparaíso
  • Valdivia
  • Temuco
  • Talca, and
  • Osorno.

The campaign had a total of 537 supports reaching an impressive OTS (Opportunity to See) total of 287 074 357 to date.

The communication strategy was based on two main pillars (awareness and experience / engagement) with a focus on communicating the brand's sustainability initiatives.

In terms of awareness, a permanent platform sustained over time was implemented to work on long-term visibility. On the other hand, special productions were developed on iconic supports to capture the attention, interest and preference of consumers, generating memorable experiences.

From the technological management platform Worldms — Worldcom Media Services — exclusive to Worldcom OOH, the day-to-day of the entire campaign was managed and through its powerful optimiser that processes the largest database in the industry.

The best mix outlined media in each city to meet the established objectives and the same platform generates reports in real-time where the great results obtained are reflected.

Regarding the MOOH, Coca-Cola Chile carried out a campaign in collaboration with influencers, taking advantage of the YouTube video 'Returnable Action' as the main strategy, where the values of its returnable packaging were highlighted under the concepts 'Returning is Trend and Returning Renews'.

Worldcom OOH geo-referenced each public highway support to impact the Sustainable campaign video. More than 80% of users will view the video until its completion, a result rarely seen, and it also managed to generate interactions on social networks that highlighted creative content and the participation of influencers, also reaching engagement with younger audiences.

Coca-Cola Chile is another example of how the external environment, both OOH and MOOH, can be highly effective in generating awareness and in brand interactions, even for brands with a long history.

The strategic implementation and the selection of adequate tools allowed the proposed objectives to be achieved, standing out for its presence in different markets and the ability to generate a lasting impact on the audience.

Impact support is located in Alameda, in front of Paseo Ahumada, in the heart of Santiago.

For more information, visit www.worldcomooh.com. You can also follow WorldcomOOH on Facebook, X or on Instagram.