Coca-Cola GB, ParkLives
Support the launch of the Coca-Cola ParkLives initiative through the design and delivery of community activity experiences in parks across three UK cities.
Our creative process
Coca-Cola pledged £20 million to launch the community-based ParkLives programme and help get one million people active by 2020. Slice was tasked with bringing the programme to life across sites in London, Birmingham and Newcastle through events that inspired ‘active healthy lifestyles’ to local residents.
An active lifestyle is a driver for happiness.
To engage the target audience we needed an active experience that was fun and didn’t feel like a prescriptive or arduous exercise class. Combined with the launch events serving as the first physical expression of ParkLives, we needed to create an experience that acted as blueprint for all future events while ensuring mass coverage.
Movement = happiness.
The UK’s first ‘people-powered’ park where visitors earned points by completing periphery activities to unlock a branded helter-skelter at the centre of the iconic experience.
The experience was designed specifically to augment already busy local parks and community activity spaces. Multiple activity zones including a performance stage, yoga, badminton, Zumba, family games and hula-hooping were positioned around a central red and white helter-skelter. This served as a visible attractor to the whole experience as well as the reward for families getting involved at each of the activity zones.
Pre event the #ParkLives hashtag was shared via targeted local Twitter networks to drive footfall to the experience. The launch event in London was attended by Mayor Boris Johnson, and the Birmingham event by athlete Jess Ennis, as well as key media to ensure coverage and momentum for the entire programme.
The ParkLives launch events attracted more than 2,500 attendees across three locations and generated 20 stories across both regional and national press.
“There was a really nice vibe with the local community enjoying all the activities on offer. The branding and kit looked really good, helter-skelter was a great hit and the mechanic worked to get families and children running around trying out the different activities.”/ Liz Lowe, Corporate Responsibility & Sustainability Manager, Coca-Cola GB