Generation gap (parents/children), social hierarchy (teacher/students) and cultural norm of expression prevents Vietnamese from saying their appreciation, apology or even encouragement to their loved ones. Coca Cola want their new emotican to become a tool for TA to act against the barrier and connect with their loved ones.

To make TA feel that Coke can enable them to act, we believe it’s best to give them a video of demonstration, an insightful proof that emotican can help you to share how you feel, and sharing how you feel will make us happier.

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