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SUB CATEGORY :
EFFECTIVE LOTUS - CAMPAIGN SUCCESS
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COMPANY ENTERING :
MCCANN WORLDGROUP CHINA, SHANGHAI
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TITLE :
COCA-COLA FACES OF THE CITY
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BRAND :
COCA-COLA
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ADVERTISER :
THE COCA-COLA COMPANY
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AGENCY :
MCCANN SHANGHAI, SHANGHAI
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EXECUTIVE CREATIVE DIRECTOR :
MANJIT NORASHIKIN
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CREATIVE DIRECTOR :
MICHAEL LI
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COPYWRITER :
YITIAN YANG
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ART DIRECTOR :
BRIAN MOK
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ACCOUNT DIRECTOR :
FELICIA HOW
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ACCOUNT MANAGER :
SOPHIA GUO
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ACCOUNT EXECUTIVE :
RYAN CHU
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STRATEGIC PLANNING DIRECTOR :
RICHARD MCCABE
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STRATEGIC PLANNING MANAGER :
JAY CAPLAN
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MARKETING COMMUNICATION DIRECTOR :
CIA HATZISTERGOS
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AGENCY PRODUCER :
ALISON LIN
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ILLUSTRATOR :
NOMA BAR
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CAMPAIGN SUMMARY :
CHINA, WHILE SEEMINGLY HOMOGENEOUS FROM THE OUTSIDE, CONTAINS MORE THAN 240 CITIES THAT THE YOUTHS CALL HOME. EACH WITH A UNIQUE CULTURE AND BACKSTORY. IN A CHINA THAT IS INCREASINGLY DIVIDED, COCA-COLA – A BRAND THAT STANDS FOR ‘TOGETHERNESS’ – HAD TO FIND A WAY TO REMAIN RELEVANT. AS SUCH, WE SET OUT THE FOLLOWING CAMPAIGN OBJECTIVES: TO INCREASE VOLUME OF SALES AT A PREMIUM PRICE BY 30%, INCREASE BRAND LOVE SCORES BY 2% AND INCREASE BRAND IMPRESSIONS BY 20%. OUR STRATEGY WAS TO IDENTIFY A COMMON GROUND THAT BROUGHT CHINESE MILLENNIALS TOGETHER. WHICH ODDLY ENOUGH, STARTS WITH THEIR DIFFERENCES. UNCOVERING AN AUDIENCE INSIGHT THAT CHINESE YOUTHS ARE HIGHLY MOBILE INDIVIDUALS THAT MOVE BETWEEN CITIES OF CHINA, AND DESCRIBE THEMSELVES AS MODERN POLYMATHS, WE THEN SET OUT TO CREATE A CAMPAIGN THAT THEY COULD RESONATE WITH EMOTIONALLY, AND ONE THAT GAVE THEM REASON TO CELEBRATE THEIR INDIVIDUALITY. OUR SOLUTION WAS TO CREATE ICONIC CAN DESIGNS THAT TRULY PERSONIFIED THE CITIES OF CHINA – THE “FACES OF THE CITY”, WHICH IN TURN, REPRESENTED THE MANY FACES THAT CHINESE TEENS COULD CONNECT AND RESONATE WITH. “FACES OF THE CITY” EXCEEDED ALL CAMPAIGN OBJECTIVES: SALES VOLUME INCREASED AN INCREDIBLE 226% (196% ABOVE TARGET), BRAND LOVE SCORES INCREASED 6.8% INCREASE (4.8% ABOVE TARGET) AND THE CAMPAIGN ACHIEVED 548 MILLION IMPRESSIONS ON SOCIAL ( 119% ABOVE TARGET OF 460 MILLION IMPRESSIONS). ADDITIONALLY, OUR CITY CANS WERE SCANNED 4.8 MILLION TIMES - A MASSIVE DIGITAL ENGAGEMENT SUCCESS. WE ALSO BECAME THE MOST-TALKED-ABOUT BRAND IN THE BEVERAGE INDUSTRY IN CHINA BY CREATING THE MOST BUZZ IN THE CATEGORY ( 613,000 SOCIAL BUZZ), 72% HIGHER THAN THE RUNNER-UP (357,000 SOCIAL BUZZ).
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THE BRIEF :
WITH THE TASK OF LAUNCHING THE SLEEK CAN IN A WAY THAT WAS EMOTIONALLY POWERFUL AND CULTURALLY MEANINGFUL, WE SET OUT THE FOLLOWING CAMPAIGN OBJECTIVES: BUSINESS OBJECTIVE: INCREASE VOLUME AT A PREMIUM PRICE THE PRIMARY BUSINESS OBJECTIVE WAS AN AMBITIOUS 30% VOLUME INCREASE TO OUR NEW PREMIUM-PRICED SLEEK CAN FORMAT (30% PRICE UPSCALE) FROM EXISTING COCA-COLA DRINKERS AS WELL AS NEW CHINESE YOUTH RECRUITS. COMMUNICATIONS OBJECTIVES: 1. INCREASE BRAND LOVE AMONG EXISTING CUSTOMERS GIVEN THAT COCA-COLA HAS ALREADY BUILT HIGH AWARENESS AND AFFINITY DURING PAST 40 YEARS, WE WERE NOW TAKING SMALL STEPS TO STEADILY LIFT OUR BRAND LOVE SCORES AMONG EXISTING CONSUMERS. SUCCESS WAS DEFINED BY A 2% INCREASE IN BRAND LOVE. 2. INCREASE BRAND IMPRESSIONS AMONG CHINESE YOUTH ON SOCIAL SOCIAL NETWORKS WAS WHERE OUR AUDIENCE PRIMARILY LIVED - AS SUCH, WE TRACKED SOCIAL IMPRESSIONS, SETTING OUR KPI AT 460 MILLION IMPRESSIONS, 20% HIGHER THAN LAST YEAR’S RESULT.
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THE STRATEGY :
CHINESE YOUTHS – HIGHLY MOBILE, MODERN POLYMATHS IN CHINA, YOUTHS ARE THE MOST MOBILE GENERATION IN THE WORLD. IN 2017, IT WAS STATED THAT 64.7% CHINESE MILLENNIALS HAVE MIGRATED FROM CITY TO CITY IN PURSUIT OF EDUCATION OR CAREER OPPORTUNITIES. THIS HAS GIVEN BIRTH TO A NATION OF MULTI-DIMENSIONAL YOUTHS WHO LABEL THEMSELVES AS “MODERN POLYMATHS”: MULTI-SKILLED, MULTI-FACETED INDIVIDUALS THAT ARE HIGHLY ASPIRATIONAL. THEY ARE A GROUP OF PEOPLE WHOSE IDENTITIES ARE EVER-EVOLVING – EACH TIME BUILDING ON, AND CREATING NEW, BLENDED VERSIONS OF THEMSELVES WITH EACH MOVE TO A NEW CITY. FURTHERMORE, AFTER TWO DECADES OF OPENING UP TO THE WORLD AND IMMERSING THEMSELVES INTO THE DIVERSITY OF GLOBAL CULTURES, CHINESE YOUTHS TODAY ARE MORE EAGER THAN EVER TO DEFINE WHAT BEING CHINESE MEANS TO THEM, AND TO RE-CONNECT WITH THEIR OWN CULTURAL IDENTITIES. IT IS THROUGH THESE MULTIPLE MOVES WITHIN CHINA’S CITIES THAT FORM THEIR UNIQUE SENSE OF INDIVIDUALITY. CHINESE CITIES – SCRATCHING BENEATH THE SURFACE UNDERSTANDING THAT CITIES PLAY A HUGE ROLE IN FORMING THEIR IDENTITIES, WE TURNED OUR RESEARCH INTO THE CITIES THAT HAVE FORMED A LARGE PART OF THEIR IDENTITIES. LOOKING DEEPER INTO CITIES, WE REALIZED, THERE IS AN OVERLY EASY TENDENCY TO REDUCE CITIES TO LANDMARKS AND ICONIC IMAGES. BECAUSE THAT’S WHAT MOST PEOPLE THINK A CITY IS – BUILDINGS AND INFRASTRUCTURE THAT HOLD PEOPLE. BUT THAT ACTUALLY GETS IT BACKWARDS. THE OUTWARD TRAPPINGS OF A GIVEN CITY ARE NOTHING MORE THAN THE MANIFESTATION OF THE CHARACTER OF THE PEOPLE WHO LIVE THERE. THE PEOPLE (NOT THE SKYLINE) ARE THE CITY. SEEING IT THIS WAY GAVE US AN ADVANTAGE IN CHINA -- WHERE DUE TO RAPID MODERNIZATION AND URBANIZATION, AS WELL AS A POLITICAL STANCE OF A NEUTRAL IDENTITY, MANY CITES IN CHINA HAVE BEGUN TO LOOK THE SAME. FURTHERMORE, MANY OF THE NEW CITIES HAVE YET TO ESTABLISH LANDMARKS THAT HOLD HISTORICAL OR SENTIMENTAL VALUES. AND SO WE FOUND OUR INSIGHT: WE DON’T LIVE IN CITIES. CITIES LIVE IN US. IT IS THE PEOPLE WHO MAKE THE CITY – NOT THE OTHER WAY AROUND. AND IN CHINA, EVEN MORE SO. CITY SLEEK CANS: FACES OF THE CITY WITH THIS INSIGHT IN MIND, WE SET OUT TO CREATE ICONIC CAN DESIGNS THAT TRULY PERSONIFIED 23 CITIES OF CHINA – THE “FACES OF THE CITY”, WHICH IN TURN, REPRESENTED THE MANY FACES THAT CHINESE TEENS COULD CONNECT AND RESONATE WITH. EACH CAN BECAME A FACE THAT REPRESENTED A CITY’S UNIQUE SENSE OF INDIVIDUALITY. USING A CLEVER DESIGN LANGUAGE OF FOOD, LANDMARK, LANDSCAPE AND CULTURAL ELEMENTS, RENOWNED ILLUSTRATED NOMA BAR WAS ENGAGED TO CREATE DESIGNS THAT WERE BOLD AND ICONIC, AND WHEN SHARING SHELF SPACE, THE 23 DESIGNS WORKED IN UNITY TO COMPLEMENT EACH OTHER.
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THE EXECUTION :
AS A DESIGN-LED BRAND, WE FIRST RESEARCHED AND CREATED 23 ‘CITY’ FACE ILLUSTRATIONS FOR THE CAN: CHARISMATIC’ BEIJING, ‘STYLISH’ SHANGHAI, ‘DYNAMIC’ CHONGQING AND ‘SPICY’ CHANGSHA. THESE CITY FACES WERE BROUGHT TO LIFE WITH BAIDU (CHINA’S LARGEST SEARCH ENGINE) TO CREATE A DIGITAL PLATFORM THAT ALLOWED PEOPLE TO EXPLORE THEIR CITIES, ACCESSIBLE VIA A SIMPLE MOBILE SCAN. ACTIVITIES COMPRISED: AN IMMERSIVE AR-BASED CITY EXPERIENCE; 360-DEGREE CITY TOUR; A REAL-TIME MAP TO INTERACT WITH OTHER PEOPLE ONLINE AT THE SAME TIME AS YOU; PERSONALITY AND TRIVIA GAMES. WE ALSO ENGAGED CELEBRITY LU HAN AND 29 KOLS TO POST THEIR VERY OWN CITY CAN AND STORIES OF THEIR CITIES. COLLABORATIONS WITH RESTAURANTS, FASHION BLOGGERS AND TRAVEL AGENCIES ALSO HELPED TO FURTHER PROMOTE THE CAN. ALL THIS CAUGHT ON WITH OUR SOCIAL AUDIENCE, WHO BEGAN TO SHARE THEIR OWN STORIES OF THEIR CITIES (AND IN TURN, IDENTITIES) – ALL WITH A COKE IN HAND. SOME CONSUMERS EVEN TOOK IT A STEP FURTHER, POSTING THEIR OWN DESIGNS. THE CAMPAIGN CELEBRATED THE INDIVIDUALITY OF CHINESE YOUTHS THROUGH AN ICONIC CAN AND DIGITAL EXPERIENCE THAT RESONATED EMOTIONALLY, AND ALSO INSPIRED YOUTHS TO EXPLORE AND SHARE THEIR CITY EXPERIENCES, AND IN TURN, THEIR MULTI-FACETED IDENTITIES.
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THE RESULT :
MORE THAN JUST BEAUTIFUL ILLUSTRATIONS, FACES OF THE CITY GAVE TEENS A MEDIUM TO EXPRESS THEIR IDENTITIES, CONNECT WITH EACH OTHER THROUGH SHARING THEIR CITY STORIES, AND A GREAT REASON TO CELEBRATE THEMSELVES AS UNIQUE MULTI-FACETED INDIVIDUALS. BY DOING SO, WE SUCCEEDED IN ACHIEVING ALL OUR CAMPAIGN OBJECTIVES;: WE INCREASED VOLUME SALES BY AN INCREDIBLE 226% (196% ABOVE TARGET), SELLING MORE THAN 130 MILLION CANS WITHIN THE FIRST MONTH. WHAT WAS MORE EXCITING WAS THAT AMONG ALL SALES, 41% OF THE CONTRIBUTION CAME FROM NEW DRINKERS. BRAND LOVE SCORES REACHED 2.51, COMPARED TO LAST YEAR’S 2.35 – WHICH MEANT A SIGNIFICANT 6.8% INCREASE (4.8% ABOVE TARGET) THE CAMPAIGN GARNERED 548 MILLION IMPRESSIONS ON SOCIAL ( 119% ABOVE TARGET OF 460 MILLION IMPRESSIONS) ADDITIONALLY, OUR SLEEK CANS WERE SCANNED 4.8 MILLION TIMES - A MASSIVE DIGITAL ENGAGEMENT SUCCESS. WE ALSO BECAME THE MOST-TALKED-ABOUT BRAND IN THE BEVERAGE INDUSTRY IN CHINA BY CREATING THE MOST BUZZ IN THE CATEGORY (613,000 SOCIAL BUZZ), 72% HIGHER THAN THE RUNNER-UP (357,000 SOCIAL BUZZ).
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