Teens in Hong Kong live on social platforms and are increasingly disconnected in the real world. The influence of social network has made them more self-centered, earning likes are deemed as more important than true connections.

As a brand that brings people together, Coca-Cola hoped to reconnect the teens in the real world and become part of the teen culture during their yearly teens' recruitment campaign.

Objectives of the activation were increasing brand relevancy with its target audience and also to attract instant purchases to drive sales volume.

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.