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LOTUS :
LOTUS ROOTS
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ENTRANT COMPANY :
OGILVY SINGAPORE PTE LTD, SINGAPORE
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TITLE :
EPIC NIGHT OUT
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BRAND :
COCA-COLA
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ADVERTISER :
THE COCA-COLA COMPANY
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AGENCY :
OGILVY SINGAPORE, SINGAPORE
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CHIEF CREATIVE OFFICER :
REED COLLINS/NICOLAS COURANT/LIZ TAYLOR/
JUAN WOODBURY
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EXECUTIVE CREATIVE DIRECTOR :
NIKHIL PANJWANI
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CREATIVE DIRECTOR :
TIAGO SILVA/HUGO SUISSAS
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ART DIRECTOR :
SADHNA SAKU
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EXECUTIVE PRODUCER :
JACINTA LOO
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BUSINESS STRATEGY DIRECTOR :
JUHI BIMBHET
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ACCOUNT DIRECTOR :
PRISCILLA LIM/EUGENIA NGAN/
PANITA THANAJULINTORN/THOSAPORN KAEWNURACHADASOM/
DOUNGPORN FUNGLADDA
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STRATEGIC PLANNING DIRECTOR :
BRENDA HO
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PR DIRECTOR :
PAULA FISHER/MADELINE TAN/NATASHA LOH
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MEDIA AGENCY :
ESSENCEMEDIACOM, SINGAPORE
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STRATEGIC PLANNING DIRECTOR :
NIC JONES/DIMAS UTAMI KUSUMANINGRUM
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FILM PRODUCTION COMPANY :
HOGARTH WORLDWIDE SINGAPORE, SINGAPORE/
HAMLET, BRUSSELS/TAPROD, BANGKOK
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DIRECTOR :
JULIEN MARTORELL/QUENTIN GARABEDIAN
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DIRECTOR OF PHOTOGRAPHY :
ANTOINE CORMIER
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EXECUTIVE PRODUCER :
RUBEN GOOTS/JASON FELSTEAD/MATHIAS KERNER
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FILM PRODUCER :
ANTONIN ROMEUF
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CO. PRODUCER :
LOUIS DITAPICHAI/SIRICHON PONGSAENGSON
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PRODUCTION DESIGNER :
BOONTAWEE TAWEEPASAS
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CASTING :
TIPWARIN SOTVITHI
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WARDROBE :
NIRACHARA WANNALAI
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POST-PRODUCTION COMPANY :
HAMLET, BRUSSELS
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EDITOR :
MARIE-REGLISSE MONSIMIER
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ASSISTANT FILM EDITOR :
NATHAN GROSSHANS/LUCAS MARY
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COLORIST :
NICOLAS GAUTIER
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FLAME ARTIST :
JONAS ANG
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SOUND DESIGNER :
ANDERS ONG
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COMPOSER :
F.HERO
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POST PRODUCER :
LÉA TÖRÖK/DARYL LIM
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SOUND PRODUCTION COMPANY :
F.HERO, BANGKOK
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MUSIC COMPOSER :
NATTHAWUT SRIMORK/SONGKIAT YUILUE
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LYRICIST :
NATTHAWUT SRIMORK/SONGKIAT YUILUE
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SINGER :
F.HERO
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CULTURAL CONTEXT EXPLANATION :
Street food is the most authentic representation of food culture in Thailand, with thousands of Michelin-starred stalls in every nook and corner. Bangkok is arguably the street food capital of the world chock full of unique dishes, spicy recipes and legendary chefs. However, a lot of these places are still unknown and difficult to find. Even for locals.
Coca-Cola, as the real enabler of authentic meal moments, needed to celebrate this Thai food culture while helping people discover the best-hidden gems.
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CAMPAIGN SUMMARY :
The challenge Coca-Cola faced was that it was being chosen as an accompaniment in only 1 in 10 meals. We knew an ice-cold Coke was the best thing to have with Thai street food. But how could we say this in a way that embedded us in Thai street-food culture and the lives of Thai Gen Z in a truly authentic way?
Coca-Cola positioned itself as an integral part of Thailand’s street food culture, an area rich in tradition and relevance to Thai Gen Z by fusing food, music, and fashion to create a multi-sensory narrative ‘Epic Night Out’
"Epic Night Out" wasn’t just a music video; it was a menu, a map, a moment – an interactive experience that drove relevance and transactions at the same time. Featuring Thai rapper F.Hero and renowned Chef Pom, it turned street food into a lyrical feast where Coke was the hero dish.
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CREATIVITY/IDEA/INSIGHT :
For Gen Z audiences, food isn't just functional fuel but the passionate pursuit of tasting the latest trends and finding hidden gems. To build an association with food in Thailand Coca-Cola wanted to refresh the way street food in Bangkok was seen.
To do this, Coca-Cola launched a street-food-inspired music video that intersects hip-hop, street food, fashion and an inordinate amount of spoons!
This epic music video tells the story of two OG Thai legends meeting for the first time and having an ‘Epic Night Out’. Composed by rapper F. Hero, the song celebrates famous Thai street food dishes. The lyrics read like a menu, peppered with famous Thai delicacies. It even called out some of the most famous street food haunts in Bangkok. The song featured an original dance encouraging viewers to ‘Wok it, Cook it, Drink it!’
But the engagement didn’t just stop with a dance step. The music video was also interactive. We partnered with Grab and Uber, to allow viewers to click on featured dishes and order them straight to their homes. The video also featured hidden easter eggs that gave access to special Coke events at partner restaurants.
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STRATEGY :
For Gen Z, food isn’t just fuel—it is entertainment, content, and clout.
The virtual world has turned meals into social currency, where likes and shares transform cravings into culture. With #Foodtok, Food is consumed more often as content than as sustenance. 55% of Gen Z discover food through social media while 39% experience envy seeing others enjoy mouthwatering meals online.
Coca-Cola had to embrace food’s new role—as a sensory experience amplified by music, by associating it with food that had the most cultural impact – street food.
Our strategic pivot - From activating standard functional branding campaigns at POS to creating a cultural movement where Coca-Cola owned the narrative of street food—mixing flavours, beats, and style
Music ranked as the No.1 interest for Gen Z in Thailand, with 68% of the population enjoying music in some form, followed by food and drinks. For them music wasn’t just
entertainment but interestingly also a way to discover information. Digging deeper, we saw that hip hop in particular was a rising genre, within which collaborations with street fashion are commonplace. Leveraging this trend could help Coca-Cola drive Gen Z to discover new meal pairings with Coca-Cola, via an unexpected association.
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EXECUTION :
The music video launched on F.Hero, Chef Pom and Coca-Cola's YouTube and Spotify channels, along with Coca-Cola's main website, ONEXP. It spread across the internet thanks to the dedicated fans of Thailand supporting F.Hero and Chef Pom.
To maximise reach and awareness, cutdowns were optimised to drive quality traffic to our site. We leveraged platforms based on Gen Z preferences to achieve scale: TikTok, Meta, Instagram, YouTube, and music streaming platforms JOOX and Spotify.
Curious fans could also experience the interactive video on Coca-Cola’s website. Coca-Cola partnered with Grab (FSA App) to make the video interactive. Viewers could click on the dishes to order them in. Hidden easter eggs within the video also gave access to special Coke events at some of Bangkok's most iconic restaurants, cementing Coca-Cola's food creds.
The hype around the campaign was driven further by event activations and turning the signature ‘ to ‘Wok it, Cook it, Drink it!’ move from the video into a dance trend on TikTok.
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RESULT :
Within a month of the launch, “Epic Night Out” got +10k plays on Spotify, +20 million views across platforms, 30 million reach and traffic to Coca-Cola's website spiked significantly with the number of average visitors per day increasing by +263%.
Across paid digital platforms, “Epic night Out” registered +500M impressions and close to 1 million clicks directing people to the Coca-Cola website, which offered several digital transaction opportunities such as food app promotions, restaurant suggestions and deals.
The number of people who ordered Thai street-food and Coke bundles on Grab quadrupled during the campaign period.
On ground, there was an unprecedented 35% increase in footfall within the Bantadthong area, the place Coca-Cola identified as the campaign’s epicentre and featured as the place for an epic night out in Bangkok.
And to top things off, all these efforts contributed to brand and business success with Coca-Cola's overall transactions in Thailand increasing by 64% versus 50% KPI and key brand parameter “To complement my food” increasing by 150 Basis Points versus 50 Basis Points KPI.
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