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Coca-Cola brand creates experiential colouring billboard

By Joss Davidge

Once an activity exclusively reserved for kids, colouring has recently been taken up as a hobby by adults worldwide. Promoted as the perfect activity to help aid relaxation and escape from from the stresses of life, adult colouring books are currently enjoying unprecedented sales.

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And now Coca-Cola brand Deep Spring has launched a creative experiential campaign in Australia that’s been inspired by the adult colouring book craze.

In order to create buzz for Deep Spring’s mineral water, the brand set up a giant mural on a busy street in Melbourne. The twist? The public’s help was needed to finish it off.

Based on a white background, the only colour on the mural was the black lines of a simple pattern. With simple flower shapes, the mural was designed to match the style of a colouring book. As people walked past, enthusiastic Deep Spring brand ambassadors encouraged people to take a breather from their day and colour it in!

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Any passer-by on the street could pick up a paintbrush and get to work. The mural also doubled up as a billboard for Deep Spring, displaying the brand’s tagline: sip, relax, repeat.

Before long, a crowd of people had lined up to have a go, with the mural slowly coming to life in vibrant colour. And once they’d had their fill of painting, the busy workers were rewarded with a free bottle of Deep Spring to take on their way. 

See the crowd-colouring mural for yourself:

In a similar way to Powerade’s workout billboards, Deep Spring’s activation delivered a fun and memorable outdoor brand experience that grabbed consumers’ attention.

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