|Title||CAPS UP FOR GRABS|
|Brand||COCA-COLA (CHINA) COMPANY|
|Product / Service||COCA-COLA|
|Category||A07. Best Use of Digital Media in Online Advertising|
|Entrant||McCANN WORLDGROUP Hong Kong, HONG KONG|
|Entrant Company:||McCANN WORLDGROUP Hong Kong, HONG KONG|
|Advertising Agency:||McCANN WORLDGROUP Hong Kong, HONG KONG|
|Media Agency:||UM Hong Kong, HONG KONG|
|Spencer Wong||McCann Worldgroup Hong Kong||Chief Creative Officer|
|Nick Lim||McCann Worldgroup Hong Kong||Executive Creative Director|
|Mark Kong||McCann Worldgroup Hong Kong||Creative Director|
|Daniel Cheung||McCann Worldgroup Hong Kong||Senior Art Director|
|Menu Tsai||McCann Worldgroup Hong Kong||Senior Art Director|
|Rika Kojima||McCann Worldgroup Hong Kong||Art Director|
|Tonkie Chan||McCann Worldgroup Hong Kong||Art Director|
|Mark Kong||McCann Worldgroup Hong Kong||Copywriter|
|Kitty Tang||McCann Worldgroup Hong Kong||Interactive Art Director|
|Henry Wong||Kitchen Ltd.||IT Director & Developer|
It was Coke’s most successful Hong Kong promotion in 35 years: The app hit the no.1 download spot in the charts just 15 hours after launch. By the third week, the app had been downloaded over 300,000 times and played over 5 million times, with daily plays of up to 400,000. In a city of 7 million people, the penetration of this innovative campaign was simply astounding, and it's still running, opening happiness at ever greater heights.
Leveraging on 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. Download the app and use your phone 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.
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?