Results and Effectiveness

“Save the band” campaign was a great success. Not only can it generate lots of free media coverage throughout the campaign. Target audience can also realize Coca-Cola zero is on their side; fully support the rock music in Hong Kong. - 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%

Creative Execution

Firstly, we spread the rumors of band-split through various channels like official fan page and the members’ blog. Soon it generates free media coverage. Newspapers start to broadcast the rumors and it become talk of the town without time. After a week, we set up a website. People can upload their profile pictures and their faces will appear in a video with the band. They will know why the band is going to split through the video and the band will call them in person for help. By receiving the call, they need to show their support by screaming their lungs out. If the scream is loud enough, the band will not break up. People can also share their customized scream video with the band by social networks like facebook and youtube.

Insights, Strategy and the Idea

The challenge of using celebrity for a brand is always the threat of being overwhelmed. 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. The campaign was right to teenage target, it's just a "me too" concert sponsorship campaign and the involvement is not high. Therefore this year, we build an alternate reality campaign of tragic split of the band, and only Coca-Cola zero could provide fans an opportunity to use rock to re-unite the band.