The Campaign

As there have been videos exploring the emotican ideas before, we strike again for a deeper insight of Vietnamese culture and produce a video that deliver something not just teen but everybody can relate to. The Coca-Cola Messenger was born. We launched a stunt with hidden camera's where the Emoticans help 3 people express their feelings to a loved one. Their stories reveal the true sentiment they want to deliver to their loved ones.

Creative Execution

Video was first published on Facebook, seeded with KOLs to attract attention & engagement, then published on YouTube, and Zing TV for wider spread.

Total view: 5.9mil Youtube: 3.7mil Facebook: 200K Other channels: 2mil Total share: 64k Average percentage view 64%

The approach was to create a branded video to take on the cultural leadership role. Step 1: We interviewed 30-40 people to identify the most compelling story/message one wants to provide to the loved one. Step 2: We prompted the stories in front of the camera. Step 3: Our Coca-Cola Messenger delivered the message whilst the sender witnesses the emotional reaction first hand through sound, and a hidden camera.