Break time gaming is a territory dominated by another energy drink brand in Vietnam. But here’s the thing: Coca-Cola is all about breaks! It’s refreshment, it’s energy, it’s that feel-good physical and emotional uplift you need. So how do we get people to experience that unique Coca-Cola feeling during their break times, in a culturally relevant and authentic way?

Enter the power of music and gaming combination! We need to craft an epic Break time experience that takes Breaks to a whole new level.

Active engagement produces a deeper impact than passive content consumption. And in Vietnam, there's nothing that makes people more active than karaoke; they'll sing, dance, compete and connect at the slightest hint of it. Tapping into this national cultural sensation, we craft a game where just seeing a music sheet unlocks the automatic urge to sing along. And the twist? every note sung becomes a refreshing “Ahhhh” sound you make when you take that first blissful sip of Coke.

That's the magic of Coke's pioneering sonic game. It's not just about hitting the right musical notes, it's also about helping the brand hit all the right brand objectives. Every note sung turns into a bubbly "Ahh," mimicking that physical upliftment of Coke, strengthening the brand's intrinsic association. And it’s not just an uplifting break time game, it’s a sale booster too, where you can convert the winning points into promotion.

The challenge for strategy is that people can easily get stagnant during break times. How can we design a game that can get people out of that passive state and actively engage with our game? The key lies in 3 game design principles: make it simple, addictive and socially interactive.

- Simplicity ensures broad accessibility: the game is designed to be played multiple times within a short break, welcoming players of all skill levels to maximize engagement.

- Inherent addictiveness drives sustained participation: a game isn’t called a game if it doesn’t encourage you to continue playing. We’ve struck the balance between effortless wins and satisfying challenges, keeping players hooked and coming back for more. Top that with a competitive leaderboard and enticing rewards.

- Integrated social interaction: the game’s DNA promotes organic sharing among peers, amplifying reach with every tap, swipe and high score without an inflated media budget.

Immersive Voice-Powered Engagement: Leveraging cutting-edge voice recognition technology, fosters an innovative karaoke-inspired challenge where players match song pitches using the iconic "ahhh" sound associated with Coca-Cola's physical refreshment. This unique mechanic provides an engaging and brand-integrated user experience.

Tangible Progression: Each precisely sung note translates into points and progress towards promotional milestones, providing a clear sense of achievement and encouraging sustained engagement. This gamified reward system fuels user retention and incentivizes consistent gameplay.

Peers-to-Peers Engagement: Players swiftly receive scores and rankings, fueling a competitive environment is sharable among friends via Zalo - the number 1 messaging app in Vietnam. Allow users to showcase their skills and invite friends to join the challenge, amplifying reach and engagement.

Motivational Incentive system: Eleven enticing promotional rewards, including curated Coca-Cola products, convenient food delivery vouchers, and desirable technology items, serve as additional motivators, playing a pivotal role in driving organic user acquisition and retention.

The game seamlessly hit all the brand notes with exceptional results. Targeting 23,000 unique users in 3 months, it remarkably reached this goal in just 3 days. By the end of the campaign, it had acquired a staggering 495% of its unique user target, demonstrating its immense popularity and potential.