Firefox compatible.

Client: Coca-Cola
Creative Agency: Juxt Interactive
Technology Vendor: PointRoll

Nestea COOL came to Juxt to reposition their brand in the online space. Their brand is built almost entirely around their Snowman character that finds himself in hot situations that cause him to melt. He uses Nestea COOL to keep his cool, if you will. The Nestea Brand Team wanted us to create an interaction experience with the Snowman. The problem was that the Snowman is a very cool character.  So cool in fact that he never speaks, and is way too cool to interact with users. To solve this, we created partner characters called the "Snow Bunnies".  These girls add a slight sex appeal, and provide characters that users can interact with in interesting and dynamic ways. We could then have the Snowman subtly react to the Snow Bunnies, thus achieving brand interaction indirectly.

For the online ads, we proposed doing a few stronger, deeper interactive units, as opposed to a barrage of every sized unit that could be imagined. This allowed us to focus our resources and make each ad a great experience. The Dancing Bunny was meant to introduce the users to a grand prize giveaway of a trip to the Sony Gig America show, however we were working on building brand awareness as well. So rather than focusing on the contest, we focused on the Snowman and his bunny interacting with the music. The call to action for users on the base ad is "Make Me Dance." The interactive unit lets users control the dance, making her get down which then evokes the Snowman to heat up and melt. This is followed by his drinking COOL, leading to a refreezing animation. The ad has been tremendously successful, producing one of the highest interaction rates (see Scott Witt for final numbers) and click through rates of any ad ever run online by Coca-Cola. For the brand it makes a statement as well, as this type of interaction and animation is very very unexpected by users in a banner ad, which creates a memorable impression for the brand, whether the user clicks thru the ad or not.

In regards to Point Roll, the medium offers us the power to execute ideas that make banners not only a more effective tool for brands, but makes for a more interesting and dynamic experience for users. In the future, as more and more of this interaction shows up on the web, users will start looking forward to interacting with certain ads, just as they look forward to certain commercials on TV. They will find themselves being entertained more and annoyed less by banner advertising. 
--Todd Purgason, creative director, Juxt Interactive

This one left me cold -- pun intended. The graphics are fine and certainly fit the campaign and the demographic. But it's the operation and flow of this piece that I couldn't warm up to. If the stated point of the game is to shoot hoops to win a chance at a prize, why does the "shoot a jumper" banner link take you to a screen where you throw snowballs at a logo instead? And why, when I click on "prizes" on the banner, so I have to pass two screens to get to the screen that tells me I have to register first -- I wonder what the drop-off rate is at each screen. I did enjoy lobbing snowballs at the logo, but overall, if you want me to chill with this banner, simplify the flow. Then it'll fit me to a "tea."
-- Lee Watter, executive editor, iMediaConnection

Juxt Interactive nails the target with this sexy, playful and humorous execution for Nestea's Cool campaign. It's always nice to see agencies and clients utilize rich media to enhance appropriate campaigns. Nestea's Cool campaign definitely benefits from Pointroll's technology. However, with all that said, it's really important to access rich media technology and enhanced executions when the brand, audience and overall campaign benefits from its use. Unfortunately, there are more than a few gratuitous ads flooding browsers everywhere. Good job Juxt Interactive for providing your client and their audience with a bold and (I can only presume) effective execution.
 -- Kate Everett-Thorp, president, interactive advertising, AKQA