|Title||SHARE A COKE - OUR COKE|
|Product / Service||BEVERAGES (NON ALCOHOL)|
|Category||A05. Product Launch/re-Launch or Multi-Product Promotion|
|Entrant||OGILVYONE WORLDWIDE Taipei, CHINESE TAIPEI|
|Entrant Company||OGILVYONE WORLDWIDE Taipei, CHINESE TAIPEI|
|Advertising Agency||OGILVYONE WORLDWIDE Taipei, CHINESE TAIPEI|
|Media Agency||STARCOM MEDIAVEST GROUP Taipei, CHINESE TAIPEI|
|Lanny Huang||Coca-Cola Taiwan||Senior Marketing Manager|
|Joyce Wang||Coca-Cola Taiwan||Brand Manager|
|Eric Chang||OgilvyOne Worldwide Taipei||Managing Director|
|Liching Cheng||OgilvyOne Worldwide Taipei||Senior Creative Director|
|Fibi Cheng||OgilvyOne Worldwide Taipei||Creative Group Head|
|Evey Kung||OgilvyOne Worldwide Taipei||Senior Designer|
|Asahi Cheng||OgilvyOne Worldwide Taipei||Copywriter|
|Susan Huang||OgilvyOne Worldwide Taipei||Interactive Designer|
|Ava Cheng||OgilvyOne Worldwide Taipei||Account Manager|
|Keira Chan||OgilvyOne Worldwide Taipei||Account Executive|
The campaign utilized point-of-purchase materials (promotional packaging) and environmental design to create sales in store; while simultaneously leveraged existing brand equity such as PR, OOH, and all paid-owned-earn digital media to further boost campaign awareness. The key promotional element—the coke bottle with common names, nick names, community names, and even on-site customized names, created not only the unique personal-relevance that attracts attention and ignites the desire for purchase, but also took a step forward to give consumers the strong incentive to purchase the product for others in their community, such as friends and family members. It is primarily the latter that contributed to the phenomenal success in sales growth.
Challenge: Coke is a mature brand and a counter-trend (health awareness)product competing in the exceptionally crowded and novelty-seeking Taiwanese beverage market. How can Coke break through the crowd, establish a sense of relevance with its young consumers, and reach its ambitions annual sales target? That is, the issue at core of every promotional campaign –how can we give people a strong reason to purchase just one more bottle of coke? Strategy: Give everyone the reason to not only buy a coke for themselves, but also the urge to get another one to share with their friends, family or loved ones through the group name bottles.
As a result of the promotion campaign: -The sales of Coke 600ml and Coke Zero 600ml increased by 20% compare to data from the same period last year. -Consumer’s brand preference for Coke increased 2.8% compare to the same period last year. -Social Media engagement and exposure reaches 56,687,652; a exponential 336% growth compare to same period last year. -Official event site page view 1,860,530, engagement 595,131, which is a high 31% engagement rate. -OOH reached 12,470 participants.
In the summer of 2015 from May till July, Coke introduced the named-bottle in Taiwan. On top of the regular name bottles, we also launched the Chinese family name bottles, the role-play nickname bottles, the customized Chinese name and group name bottles. This has brought a storm of excitement among the Taiwanese youth. Stage 1 Aired TVC to kick-off the campaign Launched event site with nickname game App designed to share on social media Used celebrity seeding to encourage share, spread excitement and WOM on social media. Stage 2 Website campaign promoted the exclusive personalization opportunity to print people’s Chinese name on the bottle, or to customize “group name + member name” package for those who love their own gang of friends. OOH – the vending machine that allows people to print their names on the bottle goes around the city of Taipei, resulting massive participation and engagement.