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.

Describe how the promotion developed from concept to implementation

We discover an alternate realty game of the band split is a bold way to grab our targets’ attention and create talk of the town. And Coca-Cola zero, with the fans, is the only way to save the band throughout the activation. In order to create a win-win situation of Coca-Cola zero and the band, we went through a tough negotiation and collaboration process to make the split possible to maximize the promotion result.

Describe the success of the promotion with both client and consumer including some quantifiable 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%

Explain why the method of promotion was most relevant to the product or service

“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 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.