Spikes Asia
OGILVY, Singapore / COCA-COLA / 2024
Overview
Entries
Credits
Background
OOHA is an unknown challenger soda launching in Thailand. Every sip is an explosion of 2 flavours, but how do you make noise about a brand amongst Gen Z when they’ve never heard of it or care about it?
Our brand: OOHA
Our tag line: OOOOOOHAAAAAAAA!
We made the brand famous, by making the brand name famous.
Owning the expression that best describes the visceral reaction of drinking OOHA for the first time. This series of short films feature in no particular order: giant monsters, sumo wrestlers, owls that are cowboys, pink ninjas, thirsty monkeys, tennis champs, all going OOOOOOHAAAAA.
Execution
This is an epic series of silly supersonic short films. Each taking the viewers on an audio-visual rollercoaster for 11 seconds.
Playing with 4 different genres (sports, 60's horror movies, Asian martial arts films, cowboy Westerns) where every character is either screaming OOOOO or HAAAAA which also happens to be the name of our brand. And that's the idea.
Do keep the sound on while watching. Enjoy.
Outcome
Within just a few weeks after the launch, we turned OOHA from an unheard-of brand into an ear worm.
An endless meme. A catchy song stuck in your head.
A sonic trip for your ears. An audio-visual rollercoaster.
A gif that you can hear, even when there's no sound. A visceral feeling.
The engagement rate of these 11 second spots was 100%. Everyone who watched them, did so until the end.
Just based on awareness levels, ROI is 4x.
It's still early days for brand perception matrix and reach, but everyone who's been asked can't stop themselves from smiling and going OOOHAAA
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