For a song to be popular in Taiwan, it has to be “K-able”, sing-able in Karaoke. So we wanted to find out, can Coca-Cola be “K-able”? We created a FIRST in Taiwan and Greater China – a two-story karaoke machine in the Harajuku of Taipei, Ximending.

Our karaoke machine not only allows consumers to sing, it lets them sing with Mandarin pop diva, A-mei, and be in the commercial with her! The karaoke machine even dispenses bottles of Coke; the louder the singing, the more bottles t dispenses!

Awareness raised 11% in July and TOM pumped up with 35% growth.

We tapped into their passion for music, but more importantly their passion for participating in it.

Karaoke is such an important filter that youth have shortened it to just 'K' (the letter) and it is as much a verb as it is a noun. For a song to be popular in Taiwan culture, you have to be 'K-able', i.e. sing-able. So we wanted to find out, can Coca-Cola be 'K-able'?

We created a FIRST in Taiwan and Greater China – we built a giant karaoke machine the size of a two-story building and placed in the Harajuku of Taipei, Ximending.

Happiness Karaoke attracted a total of 34,000 people during 4 weekends and the usually shy Taiwanese people enthusiastically stepped up to sing in front of the crowd. And when the activity neared its official end, they encored for it to be extended. And of course we did!

On Google and Yahoo, the search for 'Coke' and 'Open Happiness' increased 20-30% above average in July. In addition, our 'Open Happiness' campaign performed well on brand tracking factors. The ad awareness increased 11% in July and TOM was pumped up with 35% growth.