THE COCA-COLA REMIX BOTTLE

TitleTHE COCA-COLA REMIX BOTTLE
BrandCOCA-COLA
Product / ServiceCOCA-COLA
CategoryA06. Best Use of Special Events And Stunt/Live Advertising
EntrantOGILVY & MATHER SINGAPORE, SINGAPORE
Entrant Company OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency OGILVY & MATHER SINGAPORE, SINGAPORE

Credits

Name Company Position
James Brook-Partridge/Henry Gaunt/Amarjeet Kaur/Ashar Ismon/Robson Yeo Ogilvy/Mather Singapore
Set Japan/The Gunnery Set Japan/The Gunnery Singapore Video Production/Sound Production
Louise Kuegler Ogilvy/Mather Singapore Regional Business Director
Chris Martell Ogilvy Action Singapore Managing Director
Shelly De Villiers The Coca-Cola Company Svp Sparkling/Sports/Japan
Leonardo O'grady The Coca-Cola Company Asean Imc Director
Shakir Moin The Coca-Cola Company Asean Marketing Director
Atsuko Keino Ogilvy/Mather Japan Traffic
Jun Fujiwara Dj/Inventor/Designer
Chie Katayama Ogilvy/Mather Japan Art Director
Anna Rondolino Ogilvy/Mather Singapore Senior Art Director
Sharon Chan Ogilvy Action Singapore Senior Copywriter
Antti Toivonen Ogilvy/Mather Singapore Creative Group Head
Daniel Comar Ogilvy/Mather Singapore Regional Executive Creative Director
Kosuke Hashijima Ogilvy Action Singapore Creative Director
Chris Gurney Ogilvy/Mather Singapore Creative Director
David Morgan Ogilvy/Mather Japan Executive Creative Director
Jeff Curry Ogilvy/Mather Singapore Regional Creative Director
Steve Back Ogilvy/Mather Singapore Chief Creative Officer
Eugene Cheong Ogilvy/Mather Asia Pacific Chief Creative Officer

Results and Effectiveness

The digital intervention on the classic bottle took people by surprise, creating an experiential way of sharing happiness, as hundreds of sounds were bottled around Tokyo, and turned into video and audio mixes. On-ground, the activation struck a chord with those who encountered it, eliciting curiousity and laughter whenever the bottle was opened to reveal the mixes. Online, the video mixes reached over 131 countries, while the audio mixes were downloaded in over 53 countries – helping the campaign reach over 1,303,448 people at launch. These numbers are still growing.

Creative Execution

The Coca-Cola Remix Bottle is, in itself, a high-tech audio medium that connects people socially through music co-creation. Sounds go in, and are instantly remixed into original audio tracks that become ownable, shareable content. Going around Tokyo, Jun and his team collected hundreds of sounds, turning them into shareable video and audio mixes instantly through the bottle. The digital intervention on the classic icon took audiences by surprise – generating buzz and spreading happiness on-ground all across Tokyo. The effect was amplified online through the bottle’s dedicated YouTube channel, which houses all the video and audio mixes in an accessible manner. Global media and blog coverage also played a strong role in featuring the Coca-Cola Remix Bottle as a cool social audio tech project that brings a fresh twist to what it means to ‘Open Happiness’. Social channels such as Twitter and Facebook provided additional muscle to spread the happiness.

Insights, Strategy and the Idea

Coca-Cola is one of the best-loved icons globally, known for innovative approaches in connecting with audiences through play and their ‘Open Happiness’ platform. The brief was simple: engage people to share happiness the Coke way. While opening a Coke bottle triggers refreshment to come, it’s sounded the same for over 125 years. What if they could create their own sounds of happiness by giving the classic “psssttt!!!” a new twist? Together with DJ/inventor, Jun Fujiwara, we developed the Coca-Cola Remix Bottle: a social music project that connects people through co-creation using a high-tech audio mixer bottle. Sounds go in, and are instantly released as original remixes. This piece of experiential marketing literally creates a fresh spin on what it means to ‘Open Happiness’ through the power of sound. Letting people play with the brand through the Coca-Cola Remix Bottle is a simple yet powerful way to build brand equity.