Title | NOISE TO THE RESCUE |
Brand | COCA-COLA (CHINA) COMPANY |
Product / Service | COCA-COLA |
Category | C01. Integrated Campaign Led by Promo & Activation |
Entrant | McCANN WORLDGROUP Hong Kong, HONG KONG |
Entrant Company: | McCANN WORLDGROUP Hong Kong, HONG KONG |
Sales Promotion/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 | Content Production Director |
Don't believe in style Advertising | Website Developer | |
Don;t believe in style Advertising | Technology Provider | |
Yen Lee | McCann Worldgroup Hong Kong | Business Director |
Winson Wong | McCann Worldgroup Hong Kong | Account Director |
Chris Tam | McCann Worldgroup Hong Kong | Account Manager |
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.
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.
- 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%
“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.