The campaign was aiming teens specially. And in our region, Central and southern Europe, their are fully digital creatures. They don't pay too much attention to TV and they don't want to be interrupted in their daily lives.

That's why we designed this kind of format that could be easy-to-share on social networks or instant messaging services and that could be part of their own conversations instead of being talking to them from an external world.

Coca-Cola launched this service in 25 markets at the same time. First, by printing parts of 300 lyrics on the bottles and inviting users to see and use those lyrics in their conversations. By scaning the QR code, users had acces to that EMOTISONG and also entered a library where all the other emotisongs could be found. More and more Emotisongs were added thanks to the LIVE SERVICE, where bands recorded people's messages in real time and transformed simple phrases into Emotisongs that anyone could use. From that platform, users were able to share the Emotisongs on social networks.

The campaign broke all records for Coca-Cola in the digital world in our region.

It even surpassed the number of the already successful Share a Coke campaign.

It got ONE BILLION impressions on the media, it generated 99% positive comments (and this is completely true!), 80% more visits to the site than in 2013 (the share a Coke year), 1.8 million visits in total, 850k songs were played, 40k UGC via Instagram, and more.