Title | LYRIC COKE |
Brand | COCA-COLA GREATER CHINA |
Product / Service | COCA-COLA |
Category | A02. Fast Moving Consumer Goods |
Entrant | ISOBAR Shanghai, CHINA |
Entrant Company | ISOBAR Shanghai, CHINA |
Advertising Agency | ISOBAR Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Rohan Lightfoot | Isobar | Managing Director |
Tim Doherty | Isobar China | Chief Creative Officer |
Jennifer Lin | Isobar | Business Director |
Brian Liu | Isobar | Account Service Director |
Annie Zhang | Isobar | Media Planning Director |
Matt Chen | Isobar | Creative Director |
Mike Chang | Isobar | Regional Technology Architect |
We chose to put the lyrics of 60 of China’s most popular songs on the labels of Coca-Cola bottles and cans. Each lyric was selected from the catchiest, hookiest part of the song and was chosen to be immediately recognizable when printed on the label. In addition, each bottle could be scanned with a mobile phone to allow the specific music clip to be played. Each clip was accompanied with a beautiful, fun animation of the lyric that could be shared in social media as a Musicon (Music + Emoticon) as a means of social self expression.
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.
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.