More than 600,000 people walked through the gates of Melbourne Park for this year’s Australian Open and while the international stars of tennis battled it out on court, festivities continued around the clock, no more so than on Grand Slam Oval. This buzzing atmosphere was the setting for 3 Degrees’ latest sponsorship activation – the Coca-Cola Frozen Coke Zone.

Working with Coca-Cola Amatil’s marketing team, 3 Degrees have been busy designing and activating a temporary POS build for the major FMCG brand as part of their sponsorship of the 2013 event. The activation was designed to operate on multiple levels (part retail, part brand activity), hence form and function played equal roles.

The brief was dictated by strict procedures in addition to Coca-Cola Amatil’s brand guidelines and finally the necessity to re-use the structure at multiple sites. The result was a compact, multi-dimensional, branded igloo that can be flat-packed for storage until the need to reassemble.