Product / ServiceBEVERAGE, BEER
CategoryA05. Music / Sound Design
EntrantRELOAD Shanghai, CHINA
Idea Creation RELOAD Shanghai, CHINA
Production RELOAD Shanghai, CHINA

The Campaign

Nowadays, people tend to spend a quarter of their waking hours on phones which connect them to the world but disconnect them from people they are physically with during a gathering. We wanted people to reconnect and have a truly enjoyable gathering by disconnecting from their daily technological invasion - the mobile phone. Therefore, we designed a multiple-screen interactive social experience that gives users the chance to use their phones to collaborate with each other and play music from a selection of 10 musical instruments, thereby creating the concept of playing a song together as a band where users can put down their phones and ‘Live In The Moment’ with friends again. 

Creative Execution

We put together a band of musicians with 10 different instruments and composed a 10-track instrumental Corona song. The tracks are composed so the song can be beautifully and harmoniously played by any combination of instruments(track) selected and even any number of players up to 10. In this mobile engagement, each phone selects one instrument to play the track, before the user sets the phone down. Each group could even share the music they put together on their social mobile network –WECHAT. We integrated social media, occasion-based interaction social experience and EC promotion by influencers to create social buzz that lead the discussion of “friends’ gathering” on social network. Together with EC promotion and attractive prizes, this interaction social experience stimulating the UGC to be published in online and offline media to elevate Corona’s brand ideal and sales performance. Thus, Corona encourages a gathering culture where people speak to each other again rather than be distracted by social media or games on their phones.


Name Company Position
Road Zhang RELOAD Chief Executive Officer
Sunny Lai RELOAD Executive Creative Director
Joe Lim RELOAD Associate Creative Director
Kathrine Liu RELOAD Designer
Jazzy Cheng RELOAD Copywriter
Daniel Mei RELOAD Strategy Manager
Lucy Song RELOAD Account Director
Cady Cao RELOAD Account Manager
Amber Chen RELOAD Account Executive
Social Media URL