Title | SAVE THE BAND |
Brand | COCA-COLA CHINA |
Product / Service | COCA-COLA |
Category | C01. Integrated Campaign Led by Direct |
Entrant | McCANN WORLDGROUP Hong Kong, HONG KONG |
Entrant Company: | McCANN WORLDGROUP Hong Kong, HONG KONG |
DM/Advertising Agency: | McCANN WORLDGROUP Hong Kong, HONG KONG |
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 |
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.
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.
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.
- 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%