The Brief

How can we drive customers to pick up another bottle of Coca-Cola in their daily life? Coca-cola is a brand which is loved by all generation. And has a big share in the market. But recently, the connection of the Brand and the customers seemed to be weakened. We wanted to encourage our customers to re-build the connection and their interest to the brand. And this was the starting point of this campaign.

Describe how the promotion developed from concept to implementation

To promote the relevancy of Coca-Cola by making it "about them", year-bottles from 1957(year when first Coca-Cola was sold in Japan) to 2013 were created, and music campaigns where customers can listen to the hit songs from those years were launched. We created an "experiential design" for users to buy the product and enter a code to unlock the hit songs from each year and enjoy the music on their mobile devices while drinking Cola. The platform allowed customers to enjoy the site from anytime anywhere so it can be part of their daily life.

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

The campaign became a popular topic through the customers, and was introduced on various TV shows and Internet news. PR activities of the campaign where customers can get engaged with Coke-music was held, and also with an in-store activation using the package motif of the Year bottle, everywhere was filled with Coke Year Bottle. As a result, the sales spiked dramatically and increased more than + 10% from the previous year in March alone. By the end of the campaign, over 1.4million consumers have enjoyed the service.

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

By Connecting and Re-connecting friends and family who shared memories together by using memorable songs as a trigger to strengthen their ties, the campaign provided the opportunities for people to remember the precious moments with their friends and families, and deepen their bond. Users can share the list of music from the particular year they were listening, on SNS to enjoy the experience with others. Customers could share their memories through the music and utilize it as their new "memory contents", and by doing this, we managed to design an experience to personalize customer's engagement with Coca-Cola.