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  • SUB CATEGORY :
    AMBIENT PROMOTION: SMALL SCALE
  • COMPANY ENTERING :
    MCCANN & SPENCER, HONG KONG
  • TITLE :
    SINGING COKE
  • BRAND :
    COCA-COLA
  • ADVERTISER :
    COCA-COLA CHINA LIMITED
  • AGENCY :
    MCCANN & SPENCER, HONG KONG
  • CHIEF CREATIVE OFFICER :
    SPENCER WONG
  • EXECUTIVE DIRECTOR :
    MARGARET MOK (UM)
  • EXECUTIVE CREATIVE DIRECTOR :
    MICHAEL LI
  • ART DIRECTOR :
    CHAU SIU FUNG/KENSON CHAN/ANTHONY YEUNG
  • ACCOUNT DIRECTOR :
    ZERO KWOK
  • ACCOUNT MANAGER :
    MORRIS PUN/IRENE HO
  • CONTENT & MEDIA STRATEGY - ASSOCIATE DIRECTOR :
    ENDERS LIU (UM)
  • HEAD OF SOCIETY :
    PENNY CHOW (UM)
  • AGENCY PRODUCER :
    JEANNIE LEE
  • DIGITAL PRODUCTION :
    ITCHEN/HENTRY WONG
  • SPARX PRODUCTION :
    MARTIN CHAN
  • HEAD OF PRINT PRODUCTION :
    MICHAEL CHAN
  • THE BRIEF :
    TODAY IN 2017, WHERE ENTERTAINING GADGETS AND SERVICES SURROUND TEENS, COCA-COLA WANTS TO ENGAGE THEM BY GIVING TEENS THEIR OWN VOICE WITH TRULY INNOVATIVE PRODUCT DESIGN AND COMPLETE BRANDED ENTERTAINMENT EXPERIENCE.
  • THE STRATEGY :
    KARAOKE IS SUCH A BIG PART OF HONG KONG CULTURE. IT’S ONE OF THE MAJOR WAYS TEENS EXPRESS THEMSELVES AND CONNECT WITH EACH OTHER. TO BUILD STRONGER BRAND LOVE WITH TEENS, COCA-COLA DECIDED TO CATCH THE TREND AND GIVE THEM A BIG SURPRISE. WHEREVER THERE IS A SINGING COKE, THERE IS A VOICE TO BE SHARED WITH THE WORLD.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    WE TRANSFORMED THE BOTTLE OF COCA-COLA INTO A MICROPHONE! WE TURNED THE BOTTLE CAP INTO A BLUETOOTH SPEAKER AND MICROPHONE, WITH QUALITY SOUND AND REVERB EFFECT. PAIR IT WITH YOUR MOBILE PHONE AND OPEN YOUR FAVORITE MUSIC APP. NOW YOU CAN TASTE THE FEELING OF SINGING AND DRINKING IN ONE GO! WE GAVE OUT MORE THAN 500 PIECES EACH MONTH AS LUCKY DRAW, AND INVITED SINGERS AND VLOGGERS TO CREATE THEIR OWN MUSIC VIDEOS. WE EVEN LAUNCHED EXCLUSIVE CHANNELS ON POPULAR MUSIC APPS, THAT LET TEENS CREATE AND SHARE THEIR VERY OWN PERSONALIZED MUSIC VIDEOS TO THE WORLD.
  • THE RESULT :
    MORE THAN 100 KOLS LIVE-BROADCASTED THEIR KARAOKE PERFORMANCES WITHIN A MONTH, RECEIVING OVER 2 MILLION VIEWS AND 45 THOUSAND LIKES AMONG THEIR FANS. NEVER BEFORE HAVE TEENS SUNG SO PASSIONATELY WITH COKE. THIS SUMMER, COCA-COLA BROUGHT EACH AND EVERY ONE INSTANT KARAOKE ENTERTAINMENT ALL IN ONE BOTTLE.