Spikes Asia

REDEFINING GOLD: COCA-COLA CHINA 2016 OLYMPICS CAMPAIGN

MCCANN SHANGHAI / COCA-COLA / 2017

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Overview

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Credits

Overview

Background

Summer in China is an epic battle for the non-alcoholic ready to drink (NARTD) category, contributing over 40% of annual category volume (source: Coca- Cola). In 2016, over 1000 brands advertised in the category (Source: media agency).

Coca- Cola was a well- known and much-loved brand in China, but the challenge was converting brand love to consumption.

In the summer of the Rio Olympics, official sponsor Coca- Cola needed to cut through the summer clutter and close the distance between Chinese teens and Olympians, and drive consumers to the packaging and drive volume sales.

Our primary objective was a 1% increase in volume sales from June to August compared to the previous period in 2015. With no change to product, pricing or distribution, it was up to the campaign to drive engagement and sales.

Description

Across China, young people of diverse backgrounds strive towards their goals and dreams, and no matter how great the challenge, someone is always there to support them. And in the moments they share the win, Coca- Cola is there to reward and uplift the people who matter most.

Execution

Three phases from June to August, with advertising, and media/ social partnerships all driving engagement to a packaging interaction.

PHASE I: REDEFINE GOLD

In June, Coca- Cola released two brand films on TV and online video, celebrating the connection moments of Olympians and ordinary teens.

On social network QZone, China’s largest with over 640 million active users, Coca- Cola collected ‘gold moments’ from the timelines of users, creating personalized albums to share.

PHASE II: GOLD IS OURS

In mid- June, Coca- Cola released special packaging featuring ‘gold medal’ messages to the supporters of teens: ‘Gold Medal Dad,’ Gold Medal Friend,’ etc.

PHASE III: OLYMPIC GOLD

In partnership with CCTV, China’s official broadcaster of the Olympics, Coca- Cola ‘gold moments’ became part of the daily gold medal coverage, reaching nearly one third of the population, plus a real- time content marketing campaign on mobile media Tencent News.

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