|Brand||COCA-COLA GREATER CHINA|
|Product / Service||COCA-COLA|
|Entrant||ISOBAR Shanghai, CHINA|
|Entrant Company||ISOBAR Shanghai, CHINA|
|Advertising Agency||ISOBAR Shanghai, CHINA|
|Rohan Lightfoot||Isobar||Managing Director|
|Tim Doherty||Isobar China||Chief Creative Officer|
|Matt Chen||Isobar||Creative Director|
|Annie Zhang||Isobar||Media Planning Director|
|Jennifer Lin||Isobar||Business Director|
|Brian Liu||Isobar||Account Service Director|
|Mike Chang||Isobar||Regional Technology Architect|
Young people in China find it difficult to express their emotions, for a number of cultural reasons. We realized that a Coca-Cola bottle could be a vehicle for expressing unexpressed emotions by using the emotional power of music. This expression of emotion could happen by sharing physical Cokes and by sharing digital content.
Our brief was for a Coca-Cola campaign that started with packaging. It had to work immediately on the shelf, at the point of sale and also generate excitement and conversation around the brand in social media. The core message of the campaign was ‘Share a Coke’. Young people in China find it difficult to express their emotions, for a number of cultural reasons. We realized that a Coca-Cola bottle could be a vehicle for expressing unexpressed emotions by using the emotional power of music. This expression of emotion could happen by sharing physical Cokes and by sharing digital content.
Our primary design decisions were based on the editing of each audio clip and also its interaction with the animated content. The animated content was clearly designed as a Coca-Cola experience. We also ensured that the visual design of our Musicons would not cause problems for Coca-Cola in terms of rights and permissions. Therefore we retained the actual song lyrics as the hero of the design. We animated the lyrics themselves to add meaning and playfulness to the digital experience. 60 beautiful, individual animations were created to support every lyric chosen to be on packaging.
The campaign delivered multiple types of brand engagement. There were over 3 billion impressions in social media and over a million interactions with the brand. The Lyric Coke campaign was reported on by hundreds of TV stations, newspapers and online news portals across China. Most importantly Coca-Cola sales were up over 10% compared to 2013, which is the highest sales volume that Coca-Cola in China have ever recorded for a summer campaign.