Coca-Cola's festive campaign – a bespoke billboard execution, the first of its kind in media in Papua New Guinea ❤️ CHALLENGE: In late September, The Coca-Cola Company released a generic brief for the upcoming festive campaign, including asset specifications, key visual (KV) options, and general direction for all markets involved. One of the proposed assets was a “bespoke billboard”, which was presented only as an idea—without full specifications, schematics, or detailed guidance. Coca-Cola Global’s footnote indicated that it was up to individual markets to decide whether to pursue it. 🔧 SOLUTION: Colony Group, with the support of our partners and a clear vision to bring the idea to life, took on the challenge. Thanks to the support of Rachael and Niken from The Coca-Cola Company, we were able to move forward with the concept. We worked alongside Hogarth to translate the key visual (KV) into reality, ensuring the design was on-brand and visually striking. The next step involved collaboration with Ad Focus, Inc. our printing partner, to source the right materials and ensure the billboard was crafted to the highest standard. We also partnered with Media Metro our Out-of-Home (OOH) partner, who not only owned the billboard but also worked with us to provide additional build space and site access. ⚙️ EXECUTION: The execution of this Bespoke Billboard was a true testament to the power of teamwork and collaboration. From the outset, Media Metro and Ad Focus embraced the challenge with a "can do" attitude, ensuring that the project stayed on track. Ad Focus worked tirelessly to source materials and translate Hogarth’s digital artwork into physical elements for the billboard, while Media Metro made sure we had full access to the site, even though it was located on a military base. 💡INNOVATION: A key point of innovation was the power supply for the billboard—there is no traditional power supply at the site, so the lighting was fully solar-powered. This presented an interesting challenge, but the team came together to deliver a seamless solution, ensuring the billboard was both functional and sustainable. 🏆 RESULTS: Papua New Guinea stood out as a market that took a bold step to bring the idea to life. This project exemplifies the power of shared goals and collaboration with our partners—working together to execute something truly special for Coca-Cola. COLONY GROUP: Media Team, Richard Magei, Ronald Kaleva, Julia AMOUYAL #RealMagic #CocaCola #Christmascampaign #PapuaNewGuinea
Didn’t think I would see this type of execution in PNG!!! Nice one guys 👍
Very cute!
Sales & Marketing | Business Development | Trade & Retail Marketing
1wI remember facilitatiing the reach and aggreements for this partnership with the than CCA PNG and Media Metro. Happy to see it continue to lead the innovations in Billboard activation and visual impact.