Coca-Cola F1 Incentive Program for Employees

A Race for Results

The Brief

This time the incentive programme was created for Coca-Cola and the employees of CCHBC responsible for distributing its product lines through HoReCa channels – hotels, restaurants and cafés – across Poland. The programme needed a theme that conveyed speed, competition and teamwork.

The Formula 1 Concept

The Concept

Both the programme mechanics and the creative visual line were built around Formula 1 racing. Teams competed like racing crews, with progress, rankings and rewards framed in the language of the track – a natural fit for a sales force driven by targets and pace.

Scale Models in the Studio

Production

In 2001, the only way to get close to an F1 car was through 1:12 scale models, and these became the stars of our own studio photoshoot. Some imagery came from the official F1 photo agency – but, as it turned out, licensed photos were very expensive, even for the Polish branch of CCHBC. So the model cars played their important role after all, and our studio photography gave the programme its distinctive look on a sensible budget.