London: For London Olympics 2012 Coca Cola invites the globe “to move to the beat”, a campaign launched by the company that has attracted youth at its core and has been rolling out around the world in at least 100 countries.
The global integrated marketing campaign is designed and executed in a way that fuses the beat of London with Olympic sports to bring young people closer to the summer games of London 2012 and sports in general.
The campaign features Global Anthem, Documentary and TV commercials, for this purpose Coca Cola has teamed up with Grammy Award winning producer, Mark Ronson and Mercury prize nominee Katy B to record campaign’s anthem anywhere in the world.
According to Coca Cola’s official report, Ronson spent four months traveling the world to capture sounds of five athletes – observing their training regimens and recording sounds of their sports in unique and unconventional way for use in the track.
Ronson’s creative and feature-length-documentary is airing worldwide now a days, also a global TV commercial, featuring the anthem is also rolling out globally. The commercial has been created in two 30 and 60 seconds format as well as two long film forms of 2 and 4 minutes are also running widely. All these forms features the following five athelets:
- Kseniya Vdovina, 400 metres (Russia) – Her heartbeat, recorded at a precise rate of 120 beats per minute, to match the song’s beats per minute.
- Maria Espinoza, Taekwondo (Mexico) – The song opens with the voice of her coach signaling the start of the fight. Her distinctive vocal expressions as she spars with her opponent and the sounds of her kicks punctuate the song.
- Darius Knight, Table Tennis (Great Britain) – Darius’ grunts add a human element to the song, as well as the percussive tapping of table tennis balls.
- David Oliver, 110 meter hurdles (United States) – David’s feet hit the ground forming a rhythm.
- Dayyan Jaffar, Archery (Singapore) – The sounds of the arrow hitting the target is, as Mark Ronson describes, the cleanest sound of a kick drum.
Coca Cola is proud to be the longest continuous corporate partner of Olympics games for more than eight decades, but never before in the company’s 84-years of history of partnership, has the brand gone for a marketing gold campaign that has the maximum teens ever.