THE MOMENT OF TRUTH

TitleTHE MOMENT OF TRUTH
BrandCOCA-COLA CHINA
Product / ServiceCOCA-COLA
CategoryA01. Best Use of Television/Cinema
EntrantUNIVERSAL McCANN Hong Kong, HONG KONG
Entrant Company:UNIVERSAL McCANN Hong Kong, HONG KONG
Media Agency:UNIVERSAL McCANN Hong Kong, HONG KONG

Credits

Credits

Name Company Position
Alice Lee Universal Mccann Associate Planning Director
Chikia Fu Universal Mccann Associate Buying Director
Cooby Ho Universal Mccann Planner
Wendy Lau Universal Mccann Buying Supervisor

Results and Effectiveness

The live broadcast has gained a record high audience of 6,026,000 in HK. Out of 59 Events that we have selected for this celebration spot to potentially run, China Team won 42 of those events, with 48 medals. This is a 92% winning score. This winning campaign attained 555 TARPs with a cost-efficiency 15% lower than if the campaign would have used run of break strategy.

Creative Execution

To capture the moment of joy, the celebration TVC was telecasted ONLY and IMMEDIATELY when China wins a Gold Medal. Special collaboration between station and client was arranged to allocate and re-arrange spots flexibly almost instantly throughout the Olympics period. Spots were pre-allocated to telecast during the live broadcast of events we estimated China Team have high chance of winning. Actual telecast was subjected to the instant result of the live event. Spots would be aired when China Team actually won, and pulled out if we lost. The breakthrough in shortening the period of notice for spot re-allocation from at least 7 day in advance to almost the last minute enabled the Coca-Cola Brand to successfully RELATE its brand to the GOLDEN MOMENT - the moment of absolute enjoyment, celebration and positivity.

Insights, Strategy and the Idea

As an official Olympic sponsor Coca-Cola wanted to associate its brand proposition “emotional uplift that sparks positivity” to the joy and celebration that occurs spontaneously in Hong Kong when the China Team wins. The great anticipation for the 2008 Beijing Olympics turned to anxiety over whether China would perform as expected in the medal count, so we knew that when they did win Hong Kong would erupt in spontaneous celebration. We wanted to be part of this reinforcing that celebration and good times go hand in hand with Coke. We negotiated with the Hong Kong TV network to have a tailor-made Coke Congratulation-to-China-team ad run RIGHT ADJACENT to a winning game result, and ONLY adjacent to games that China won. The ad message “Coca-Cola congratulates the China team on winning again!” is single minded and tailor-made to echo the exact conversation the audience is having at that point in time.