Situation

- Chinese New Year (CNY) provides a solid marketing opportunity for brands but it’s also a crowded window, with many brands coming up with different activations around the same set of consumer insights.

- Facing stiff competition from brands like 100Plus and Pepsi, Coca-Cola needed fresh, relevant content during the festive period.

Objective:

Generate buzz and establish a strong connection with various key target audience.

Key consumer insight

We latched onto an insight related to the awkward questions nosy aunties ask, especially to the youth, that can make joyous family reunions unpleasant ones.

Creative direction

‘The simple pleasure of drinking Coca-Cola makes CNY Meal moments special’ leading up-to the overall campaign expression, ‘CNY Food Moments. It’s better with Coca-Cola’.

Brief

Come up with a novel approach to spark conversations on the role of Coca-Cola during awkward CNY conversations and generate brand advocacy.

Implementation:

- Developed the storyboard and produced 3 versions of 15s pocket TVCs and 30s webisodes.

- Localised the videos for different markets.

- Added supers and subtitles to capture the audience’s attention when the video auto plays without sound.

Timeline:

The webisodes were launched on January 16, building up the hype of Chinese New Year and generating buzz for Coca-Cola’s campaign.

Placement:

The videos were posted on Coca-Cola’s Facebook and Instagram official accounts.

Scale:

The campaign was picked up by mumbrella and marketing interactive as a featured case study, increasing the earned reach significantly