The Campaign

KARAOKE COKE. We transformed a bottle of Coke, turning the cap into a mini Karaoke machine and connect with a music app so teens can then enjoy instant karaoke fun and refreshment with their friends, anytime and anywhere. We created 1,500 KARAOKE COKEs for people to win. Buy a Coke, scan the code to see if you win. Starting from the promotional touch point, we then created a complete branded entertainment experience through an integrated campaign, connecting teens together in the real world.

The Brief

Overall Budget : USD 925,400 Breakdown of costs 1. Microphone Production for Lucky Draw – USD 38,400 2. Brand Video & TVC Production – USD 102,000 3. MOOV Digital Activation – Media Placement – USD 25,000 4. Street Event (SUPPER MOMENT Music Live) - USD 25,000 Paid Media Budget 1. TVC – USD 435,000 2. OOH, Online Video in Facebook & Instagram Sponsored posts, Print – USD 300,000

Creative Execution

The re-invented bottle cap was a breakthrough in the market! Combining Bluetooth microphone and speaker, with quality sound and reverb effect, within a tiny space like never before. Connect it with a mobile phone and open any music app, teens can have instant karaoke entertainment. To kick-start the campaign, we distributed personalized KARAOKE COKEs to 10 popular singers, followed by a TVC. Then we launched a promotional activation exclusively at convenient stores, creating 1,500 KARAOKE COKEs as lucky draw for people to win instantly. Buy a Coke, scan the code to see if you win. During the next 2 months, we invited winners and KOLs to broadcast their KARAOKE COKE fun live. We also hosted live Karaoke venues on the streets and created 4 entertaining KARAOKE COKE music videos. We even collaborated with Hong Kong’s top music app ‘MOOV’ for teens to tailor-make their own music videos with KARAOKE COKE.

Describe the success of the promotion with both client and consumer including some quantifiable results

KARAOKE COKE went out of stock almost immediately. More than 100 influencers broadcasted their KARAOKE COKE sessions live, earning over 2 million views and 45 thousand likes within a month. Sales volume +2.5%. Market share +1%. Weekly drinkers +3% among key target. Single PET 500ml Coca-Cola transaction rate +5%. Brand love +2%. (Comparing to same period in the previous year) Our little innovation not only became a star accessory re-connecting teens in the real world, it has also become part of the teen culture.

Explain why the method of promotion was most relevant to the product or service

Coca-Cola provided an integrated consumer experience, tapping on one of the passion points of the teens in Hong Kong – Karaoke! We started the experience right from the product – the Coca-Cola bottle! From installing a mini karaoke hardware on the bottle cap to tailor-made karaoke MV, outdoor karaoke venue, live broadcasting karaoke program and even a digital karaoke activation on a music app. We’ve created 360-degree activations and engagement programs for our target audiences. Teens can enjoy karaoke entertainment with friends, connecting with one another in the real world, anytime and anywhere.

Our target audience was 12 to 19 years old Hong Kong local teens. Although they are becoming increasingly individualistic, there is still one authentic local ritual that teens continue to enjoy together that virtual connection can never replace. It is Karaoke. Our strategy was to reconnect teens by leveraging on the Karaoke culture. More than that, we wanted to expand the Karaoke occasion beyond the confined KTV room, to anytime and anywhere in their daily life so that teens can connect more in the real world. Whenever there are young people laughing and singing together, there will always be Coca-Cola amidst them.