HAPPY WHISTLING MACHINE

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TitleHAPPY WHISTLING MACHINE
BrandCOCA-COLA CHINA
Product / ServiceCOCA-COLA
CategoryA03. Best Use of Outdoor
EntrantMcCANN WORLDGROUP Hong Kong, HONG KONG
Entrant Company:McCANN WORLDGROUP Hong Kong, HONG KONG
Advertising Agency:McCANN WORLDGROUP Hong Kong, HONG KONG
Media Agency:MEDIABRANDS HONG KONG, HONG KONG

Credits

Credits

Name Company Position
Spencer Wong McCann Worldgroup (Hong Kong) Executive Creative Director
Chris Fong, Cho Au Yeung McCann Worldgroup (Hong Kong) Creative Director
Chris Fong, Cherry Yiu, Nicky Sun McCann Worldgroup (Hong Kong) Art Director
Cho AuYeung McCann Worldgroup (Hong Kong) Copywriter
Chris Fong, Nicky Sun McCann Worldgroup (Hong Kong) Designer
Alice Lee Mediabrands Associate Planning Director
Cooby Ho Mediabrands Senior Planner
Paul Swee Studio 13 Editor
Don't Believe in Style Production House
Many Many Creations Ltd. Production House
Yen Lee, Clint Tsui, Jordan Cheung, Joanna Cheung McCann Worldgroup (Hong Kong) Account Service Team

Results and Effectiveness

Over our one-month campaign, there were a total of 10,611 participants joining our game. The highest number of visitors per day is 526, making the average amount of visitor per hour during the operation time 52.6 equaling to almost one visitor each minute! In addition, the campaign has helped lifted Coke's image and other brand attributes significantly: Favourite brand + 16% A brand that brings happiness +5% Trend-setting +10%

Creative Execution

A music studio was built underneath the TV wall. Inside the studio, a unique computer programme was developed to capture user's faces and instantly transform them into moving animations that sing-along to our 5-note ingle. The footage was then displayed on the giant screen above, turning each users' animation into ads that attract more and more people to join the game and sing-along.

Insights, Strategy and the Idea

Our theme is music. Our task is to cheer teens wiht the Happiness Factory 5-note jingle. Like all other major Coke campaigns, outdoor video walls is a large part of the media mix. But simply running the TV spot and Coke's jingle MTV just woundn't work. Not in one of the world's noisest cities. To make sure people hear our 5-note jingle, we have created a special outdoor execution in the heart of the city. One that not only helped to familiarize people with our tune, but one that engaged and delivered an unforgettable brand experience at the same time.