Mobile > Best Integrated Campaign Led by Mobile

CHOK! CHOK! CHOK!

McCANN WORLDGROUP, Hong Kong / undefined / 2012

Awards:

Silver Cannes Lions
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Overview

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Overview

BriefExplanation

With less and less people tuning in to traditional TV, Coca-Cola Hong Kong set out to transform the traditional TV experience in the new digital age with its highly successful summer promotional campaign “Chok! Chok! Chok!”“Chok!”, meaning rapid motion, is the latest slang word used by Hong Kong teens. Riding on the popularity of this new slang word, we created a smartphone app to let teens catch tumbling bottle caps straight from the TV screen to win instant prizes, successfully turning a traditional TVC into Hong Kong’s first ever interactive gaming promotion.

The campaign has broken down what was defined as ‘A MEDIUM’ and enabled users to interact with an otherwise one-way communication channel.

Through this clever use of technology, we have also reinvented Coca-Cola’s classic experience to “Open Happiness”. For years, it has been done the exact same way anywhere around the world: Buy a Coke, pull open the cap and see what prizes are printed inside. We have, through the campaign, enabled consumers to relive this classic Coke experience, and reinvigorated an age-old promotion mechanics that was otherwise slowly losing relevance to a new generation of digital savvy consumers.Merely 15 hours after launch, our app has reached the #1 download spot in the local app store, and was downloaded for 400,000 times in 6 weeks, making it the most successful branded promotional app ever launched in Hong Kong!

Our ad has been watched and played for over 9 MILLION TIMES - That’s 12.8 times for every teen in Hong Kong and 1.28 times for the entire Hong Kong population, making our regional TVC THE MOST WATCHED AD IN HONG KONG ever recorded, and the campaign the most successful Coca-Cola promotion in 35 years.

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