Challenge
As a key element in the company’s 2007 marketing initiative, The Coca-Cola Company needed a way to convey a new and complex strategy to the North American sales force. What began as a lengthy PowerPoint presentation evolved into a clear and concise 15 minute video that included an intro and tags for internal audiences and a separate version designed for presentation to senior management at key corporate customers.
Benefits
Coca-Cola and its largest bottler, Coca-Cola Enterprises (CCE), were able to distribute DVDs to regional sales teams instead of having a costly nationwide group meeting. The video provided a consistent message that could be reviewed as needed. Working with one vendor, What’s Up Interactive, for all aspects of the video production, Coke was able to completely control its messaging.
Project Details
It took three video crews more than three days to shoot the required video, and animators a week to develop custom graphics to explain the company’s sales strategy. Video was shot in high definition and in SteadiCam, which provided a remarkably clear and steady picture. Animation was developed on the Maya platform, which is the software used for major motion pictures. Music was developed for the project and script development and narration were developed by What’s Up Interactive.
Total development timeline for the project was six weeks.
Return on Investments for Coca-Cola and CCE
Coca-Cola and Coca-Cola Enterprises, working closely together with What’s Up Interactive, were able to generate an effective sales tool on a tight deadline without the expense of bringing hundreds of employees together in one location. Video elements from this asset can also be repurposed for other projects.
