The Dublin-based Event and brand activation agency Verve and its client Coca-Cola Ireland have won a Gold Award at the MAA Worldwide GLOBE Awards. Verve is one of only two European agencies to be awarded a prestigious GLOBE award this year.
“The GLOBES are widely regarded as the top marketing awards in the world, so it’s a real coup for us to take home a Gold. It reflects the immense creativity and talent of our team in Dublin and London, and our productive working relationship with Coca-Cola. As an Irish-headquartered agency, it’s a distinct point of pride to be achieving this kind of recognition at this level on a world stage,” said Ronan Traynor, founder and managing director at Verve.
Verve and Coca-Cola shared the top prize in the Best Non-Alcoholic Beverages category for their work on the Share a Coke campaign in the summer of 2014. This was one of just 25 Gold awards handed out around the world. Together Coca-Cola and Verve created a spectacular consumer experience launch event in Dublin’s Grand Canal, which was followed by a national roadshow.
Aoife Nagle of Coca-Cola Ireland, who was the brand manager of the campaign, said: “We are delighted with the success of the Share a Coke campaign at the GLOBES.
“From the bespoke launch activation that featured an interactive water wall at Dublin’s Grand Canal, to the unique experiential campaign that followed, allowing consumers to create their very own personalised can of Coca-Cola with a digital vending machine, innovative technology and creativity were at the heart of this campaign from start to finish. This was one the most successful campaigns for us in the last 10 years and it is gratifying to see our collaboration with Verve recognised and awarded at a global level,” she says.
For the last 29 years, the MAA Worldwide GLOBE Awards have recognised the best in marketing campaigns executed around the world. Over 130 judges from 15 countries, representing agencies, clients, academia, media and industry associations carefully reviewed over 350 campaigns from 25 countries.
“We use the latest technical innovations in our experiential work to achieve results that might seem impossible. In this case, we created a water wall that was up to 20 feet tall and 40 metres wide. Through ‘water screen’ technology, we were able to project bespoke animations onto the water wall, delighting night time passers-by. There was an interactive element to the installation, with the public able to tweet their suggestions for the messages to appear on the water,” says Traynor.
In addition to achieving Gold in the Best Non-Alcoholic Beverages category, Verve and Coca-Cola also achieved a Certificate of Merit in the “Best Experiential Campaign” category.
