Our idea was to convince a few Coke loyalists that Coke Zero tasted as good in a surprising, engaging way, and then use them to spread the message credibly.

We recruited 100 Coke drinkers to join us for an exclusive cinema screening. Upon arriving at the cinema, we gave them a Coke Zero served inside a regular Coke cup.

As far as they were concerned, they were drinking regular Coke.

Just before the movie started, we surprised them by airing a message featuring the same person who had served them moments before: the drink they thought was Coca-Cola was actually Coke Zero! Their shocked and surprised reactions were recorded & turned into video content designed to convince other Singaporeans that tasting is believing!

We took this content multimedia and 80% of TG saw the content video. In 6 weeks we reached a whopping 90% of 25 to 39-year-olds in Singapore.

In just 6 weeks we had reached a whopping 90% of 25-39 year olds in Singapore or in other words we reached 1 million of our target audience.

In terms of the ad itself:

50% saw The Swap cinema activation TV commercial

60% saw the bus shelter ads

A massive 80% saw the online video and more than 80% saw the Coca-Cola Facebook page