This summer, Coca-Cola joined the newest resort on the Romanian seaside, NIBIRU, through activations that put music, entertainment and memorable experiences at their centre. From artist encounters and surprise moments to spectacular installations and interactive experiences, the Coca-Cola brand created multiple points of contact with the public and became part of the resort's atmosphere.
At Beach, Please!, Coca-Cola added to the event's energy by building a 15-metre-high installation, designed as a social space full of activations dedicated to festival-goers, but also as an observation platform that gave visitors a perspective over the entire NIBIRU “city”. Among the activities on offer were dance floor games, photo experiences and prize contests — from tote bags and seasonal t-shirts to photo cameras for capturing summer moments.
The public could enjoy a music spot, a space created for moments of relaxation, socialising and entertainment, as well as a concert with IDK that drew a large crowd of fans.
At NIBIRU, Coca-Cola proposed a wide-ranging experience built around the Coke On Tour concept. The idea started from the world of music tours and from the feeling that every festival-goer can become the protagonist of their own adventure. In this context, the festival was turned into a discovery route, in which each Coca-Cola zone represented a new stop, a new experience and a new occasion to interact with the brand.
Coca-Cola was present at several points across the festival, from the main routes to the food court, bars and relaxation areas. The activation was designed as an ecosystem that accompanies festival-goers throughout the entire NIBIRU experience.
An important element of Coca-Cola's presence at NIBIRU was the brand's constant visibility at the Center Stage. Coca-Cola's logos were permanently present around the stage area on the Promenade.
The music, the artist encounters, the spontaneous moments and the interactive installations created multiple ways in which festival-goers could interact with the Coca-Cola brand.
“Coca-Cola has a solid tradition in entertainment, built over decades through experiences associated with music, pop culture and moments that bring people together. For NIBIRU, a project that aims to change the way local entertainment is built and experienced, the partnership with Coca-Cola is a natural one. It is a collaboration between two brands that share the same ambition: to create relevant and memorable experiences and to raise the standards for the public.” — Selly, founder of Beach, Please! and NIBIRU