There are moments of truth and there are unexpected opportunities. Coca-Cola seized a really big one in Colombia by hijacking the attention of drivers while bored at the massive traffic gridlocks of Bogotá.
Those who have been there have certainly experienced traffic jams like nowhere else (OK, maybe Manila), being stuck for an hour or so virtually not moving.
To ease the pain and make the brand more relevant, Coke turned the streets into an instant drive-in cinema. They mounted a giant screen on one of the most neuralgic points and they showed 1 minute short films that people could watch and listen through a dedicated radio frequency from their cars. Brand ambassadors went around giving away Coca-Cola and popcorn.
Not a bad video at all, done by OgilvyAction Colombia.
Regional Executive Creative Director, Geometry Global Asia Pacific