Title | THE COCA-COLA REMIX BOTTLE |
Brand | COCA-COLA |
Product / Service | COCA-COLA |
Category | A08. Best Use of Other Digital Platforms (Incl. Mobile Devices) |
Entrant | OGILVY & MATHER SINGAPORE, SINGAPORE |
Entrant Company | OGILVY & MATHER SINGAPORE, SINGAPORE |
Advertising Agency | OGILVY & MATHER SINGAPORE, SINGAPORE |
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 |
The digital intervention on the classic bottle took people by surprise, innovating the way happiness was shared, 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.
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 piece of audio tech 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.
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.