The Brief

Generations of consumer have pried opened Coke bottle caps, anxious to discover if a prize was printed inside. This wasn’t just an exercise in shifting more product, this was a chance for everyone to open happiness. But now the surprise slowly faded, is it possible for us to re-invent this classic experience for the digital age?

Creative Execution

Use your phone app to catch tumbling caps and win instant prizes, discounts, mobile games and exclusive virtual collectibles whenever you see the spot on TV, cinema and OOH. Once people got smart to how we did it, they released the spot’s viral potential on youtube, where they enjoyed endlessly repeated gaming.

Describe the creative solution to the brief/objective.

With recent advances like 3D TV and motion-control gaming, we believed we could take a traditional TVC and make it transformational. Thanks to smart phones’ sound-detection and accelerometer technology, we launched Hong Kong’s first commercial that actually let you catch Coke bottle caps out from TV.

Results

It was Coke’s most successful Hong Kong promotion in 35 years. On Day 1, the app hit the no.1 download spot in the charts and over 100,000 prizes were downloaded. The game accumulated over 300,000 users and has been played over 5 million times in 3 weeks. The campaign’s still running, opening happiness at ever greater heights.