Coca Cola launches AR out-of-home campaign

Coca-Cola Zero Sugar has launched ‘#TakeATaste Now’. It’s an augmented reality (AR) giveaway and national DOOH (digital out-of-home) campaign, running in partnership with Tesco Group, which invites fans to #TakeATaste of Coca-Cola Zero Sugar. The trial-driving campaign is Coca-Cola’s first large-scale two-way controlled DOOH and AR experience.

The campaign enables consumers to change the 3D anamorphic creative on any screen in real time using their mobile device. People can scan the QR code on the OOH screens to grab a digital bottle of Coca-Cola Zero Sugar on their mobile device powered by the ‘Connect’ platform, before receiving a digital voucher to claim a real 500ml bottle, including its Cherry variant, in Tesco stores. Those who have redeemed will also earn gamers points on the official Coca-Cola app, allowing them to enter into some of Coca-Cola largest giveaways.

The campaign goes live today across the UK, including on London’s largest OOH Screens – Piccadilly Lights – which will be the first-time consumers will be able to interact with the screens via their mobile devices. It will run until 15 October. It is rolling out across over 850 formats, including digital 6-sheets, M-Visions and Transvisions. It will be live in major cities in the UK, across the following sites: London, Birmingham, Manchester, Leeds, Nottingham, Glasgow, Lakeside, Bluewater, Newcastle, Cardiff, Stoke-on-Trent, Bristol, Liverpool. The campaign is also supported by influencer partnerships across Instagram to drive awareness and participation through entertainment-led content and sharing game hacks with their follower base. 

“The campaign builds on the brand’s ‘Best Coke Ever?’ platform, which is designed to encourage trialling among those who refuse to compromise on taste in choosing zero calories,” said Laura Moon, Senior Brand Manager for Coca-Cola Zero Sugar. By using interactivity and gamification, this is a fun and digital-first approach to sampling whilst living and breathing our Real Magic philosophy.”

This campaign has been developed and executed by EssenceMediacom,, Studio Dialect, and JCDecaux.