SAVE THE BAND

TitleSAVE THE BAND
BrandCOCA-COLA CHINA
Product / ServiceCOCA-COLA
CategoryC01. Integrated Campaign Led by Direct
EntrantMcCANN WORLDGROUP Hong Kong, HONG KONG
Entrant Company:McCANN WORLDGROUP Hong Kong, HONG KONG
DM/Advertising Agency:McCANN WORLDGROUP Hong Kong, HONG KONG

Credits

Name Company Position
Spencer Wong McCann Worldgroup Hong Kong Chief Creative Officer
Nick Lim McCann Worldgroup Hong Kong Executive Creative Director
Quentin Yeong McCann Worldgroup Hong Kong Creative Director
Andy Wong McCann Worldgroup Hong Kong Writer
Quentin Yeong McCann Worldgroup Hong Kong Art Director
Dawn Chan McCann Worldgroup Hong Kong Associate Art Director
Man Yan Cheng McCann Worldgroup Hong Kong Associate Art Director
Kitty Tang McCann Worldgroup Hong Kong Interactive Art Director
Paul Swee McCann Worldgroup Hong Kong Production Content Director
Yen Lee McCann Worldgroup Hong Kong Business Director
Winson Wong McCann Worldgroup Hong Kong Account Director
Chris Tam McCann Worldgroup Hong Kong Account Manager
Don't believe in style Advertising Website Developer
Don't believe in style Advertising Technology Provider

The Brief

Coca-Cola zero, as a supporter of rock music, has been lining up with famous local band “Mister” to build the corporate image for years. But according to the research, it's just a "me too" concert sponsorship campaign and the involvement is not high. Therefore the challenge this year is to create hype in town without the brand being overwhelmed by using the same local band.

Creative Execution

The challenge of using celebrity for brand is always the threat of being overwhelmed. “Save the band” campaign wisely generate lots of free media coverage with full collaboration of the celebrity. Target audience can also realize Coca-Cola zero is on their side by the innovative website that the band will call them in person. It also strengthens the position of Coca-Cola zero as rock music supporter.

Describe the creative solution to the brief/objective.

We build an alternate reality campaign of tragic split of the band. We spread the rumors of band-split through official channels and newspapers start to broadcast and it becomes talk of the town without time. After a week, Coca-Cola zero provide fans an opportunity to use rock to re-unite the band by setting up a website. People can upload their profile pictures and their faces will appear in a video with the band and the band will call them in person for help. Participants need to show their support by screaming to avoid the band from break up.

Results

- First-month launch of website over 300,000 page view - YTD Jun Volume >10% growth - Market Share grew faster than market total (sparkling category) - Coca-Cola zero as trendsetter + 10%