Coca-Cola created a new kind of content to share and communicate with others.

It's the shortest part of every song that can help us say exactly what we want to say.

We call them EMOTISONGS. Famous music videos were cut to their shortest expression (5 to 15 seconds), branded with Coca-Cola's logo and concept in the end, and uploaded to a platform for any user to have access to it and be able to use it in a digital conversation.

But Coca-Cola also gave users the chance to create Emotisongs from scratch with

a LIVE SERVICE. Users could ask bands from their countries to record a specific message for them, transforming a phrase directly into an Emotisong.

All these messages created with the LIVE SERVICE and the famous ones,

couald all be found at the platform's library.

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. Launching in 25 markets at the same time, 300 song lyrics were printed on Coca-Cola labels in every market. These labels promoted and gave access via QR codes to that exact part of the song (to that exact Emotisong).

An Edutorial video also explained and promoted the use of the Emotisongs. It definitely worked and reached the highest numbers for a campaign of this kind for Coca-Cola in Europe. But once the useres were engaed already with this kind of content, Coca-Cola also launched the LIVE SERVICE, in which users could ask bands to record their own personal emssages to transform them into Emotisongs. Then, in some markets even a Music Festival was organized, using the Emotisongs format as inspiration. The campaign lasted even longer than expected, reaching up to 6 months in some markets. The idea and the camapign were so successful that other big markets outside our region

adapted it immediately, both the concept and the new music format.

Audience was taken to the content in many different ways, but the most clear one was the Coca-Cola bottles. On the label consumers could already find the call to action "SAY IT WITH A SONG", and were invited to scan the QR code to do so.

This gave the campaign a huge dimmension already. But there was also a tutorial video that was promoted in social networks, Outdoors, events, a PR campaign with influencers, and even a Music Festival and a giant Vending&Jukebox machine that was installed in one of the main squares of Europe.