Coca-Cola launches “Catch the Coke,” the first digital billboard turned tourist attraction. A bold OOH campaign with global impact and interactivity.
OOH Innovation That Draws a Crowd
In April 2024, Coca-Cola and Ogilvy Paris launched “Catch the Coke”, a campaign that made waves by transforming a digital billboard into a full-fledged tourist attraction. Located in a high-traffic area in France, this isn’t just a screen—it’s a social magnet. It proves how billboard advertising can evolve into real-world engagement beyond the traditional format.
Digital Billboard Meets Real-World Interaction
What makes this OOH advertising campaign stand out? It invites people to “catch” a virtual Coke bottle using their smartphones in real time. This gamified experience pulls pedestrians into the action, blending tech with advertising in a way that stops people—literally—in their tracks.
Ogilvy Paris & Coca-Cola: A Creative Power Combo
Executed by Ogilvy Paris, this campaign is a bold display of how big brands can push the limits of traditional outdoor media. Coca-Cola’s branding is amplified through smart use of DOOH, offering lessons for advertisers curious about the evolving value of billboard advertising prices.
A Billboard That Becomes the Destination
People didn’t just walk by—they stopped, played, and shared. The billboard became the center of attention, turning a common advertising space into a destination. This approach redefines the way we calculate billboard advertising rates: not only by impressions, but also by interaction and impact.
Urban Energy Meets Brand Engagement
Placed in a lively location, the billboard’s gamified design blends seamlessly with the hustle of urban life. It enhances Coca-Cola’s presence in public space while delivering entertainment—a strategy more Outdoor advertising companies are now adopting to cut through the noise.
Billboards That Build Buzz and Belonging
This is what happens when a billboard becomes more than a medium—it becomes a moment. Catch the Coke captures attention, emotion, and foot traffic, proving that with the right creative and technology, even a single screen can create lasting impressions in both the digital and physical world.
