The Brief

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.

We designed and built the world's first musical emoticons over Coca-Cola's most advanced cloud platform so young people can get instant music with stunning animation by scanning the specific QR codes on the bottles. This state-of-the-art MUSICON system has integrated the largest cloud platform Azure (Microsoft®) and top 5 video sites together in China to provide the consumers with the best seamless user experience like never before.

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.