CAPS UP FOR GRABS

Short List
TitleCAPS UP FOR GRABS
ClientCOCA-COLA (CHINA) COMPANY
Product / ServiceCOCA-COLA
CategoryA07. Best Use of Digital Media in Online Advertising
EntrantMcCANN 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

Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

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?

Credits

Name Company Position
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