Chok! Chok! Chok! was the most successful promotional campaign Coke ever launched in Hong Kong.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!

“Chok!”, meaning rapid motion, is the latest slang word used by Hong Kong teens. Riding on the popularity of the 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 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 the digital savvy consumers.

Compared to 2010, Hong Kong teens are spending 13.75% less time watching TV. And they are increasingly taping away on their mobile devices – more than 50% of Hong Kong teens are spending at least 30 minutes or more a day on their mobile phones. So we asked ourselves: how can we translate Coca-Cola’s “OPEN HAPPINESS” in a meaningful way to connect with local consumers with a traditional regional TVC?We found a way to transform the traditional TVC into an exciting experience – something that would literally make consumers jump off the couch while it aired!

Advertising veteran Bill Bernbach once said, “Adapt your techniques to an idea, not an idea to a technique.” And this is exactly what did.