-
SUB CATEGORY :
USE OF TALENT & INFLUENCER
-
ENTRANT COMPANY :
OGILVY SINGAPORE PTE LTD, SINGAPORE
-
TITLE :
EPIC NIGHT OUT
-
BRAND :
COCA-COLA
-
ADVERTISER :
THE COCA-COLA COMPANY
-
AGENCY :
OGILVY SINGAPORE, SINGAPORE
-
CHIEF CREATIVE OFFICER :
REED COLLINS/NICOLAS COURANT/LIZ TAYLOR/
JUAN WOODBURY
-
EXECUTIVE CREATIVE DIRECTOR :
NIKHIL PANJWANI
-
CREATIVE DIRECTOR :
TIAGO SILVA/HUGO SUISSAS
-
ART DIRECTOR :
SADHNA SAKU
-
EXECUTIVE PRODUCER :
JACINTA LOO
-
BUSINESS STRATEGY DIRECTOR :
JUHI BIMBHET
-
ACCOUNT DIRECTOR :
PRISCILLA LIM/EUGENIA NGAN/
PANITA THANAJULINTORN/THOSAPORN KAEWNURACHADASOM/
DOUNGPORN FUNGLADDA
-
STRATEGIC PLANNING DIRECTOR :
BRENDA HO
-
PR DIRECTOR :
PAULA FISHER/MADELINE TAN/NATASHA LOH
-
MEDIA AGENCY :
ESSENCEMEDIACOM, SINGAPORE
-
STRATEGIC PLANNING DIRECTOR :
NIC JONES/DIMAS UTAMI KUSUMANINGRUM
-
FILM PRODUCTION COMPANY :
HOGARTH WORLDWIDE SINGAPORE, SINGAPORE/
HAMLET, BRUSSELS/TAPROD, BANGKOK
-
DIRECTOR :
JULIEN MARTORELL/QUENTIN GARABEDIAN
-
DIRECTOR OF PHOTOGRAPHY :
ANTOINE CORMIER
-
EXECUTIVE PRODUCER :
RUBEN GOOTS/JASON FELSTEAD/MATHIAS KERNER
-
FILM PRODUCER :
ANTONIN ROMEUF
-
CO. PRODUCER :
LOUIS DITAPICHAI/SIRICHON PONGSAENGSON
-
PRODUCTION DESIGNER :
BOONTAWEE TAWEEPASAS
-
CASTING :
TIPWARIN SOTVITHI
-
WARDROBE :
NIRACHARA WANNALAI
-
POST-PRODUCTION COMPANY :
HAMLET, BRUSSELS
-
EDITOR :
MARIE-REGLISSE MONSIMIER
-
ASSISTANT FILM EDITOR :
NATHAN GROSSHANS/LUCAS MARY
-
COLORIST :
NICOLAS GAUTIER
-
FLAME ARTIST :
JONAS ANG
-
SOUND DESIGNER :
ANDERS ONG
-
COMPOSER :
F.HERO
-
POST PRODUCER :
LÉA TÖRÖK/DARYL LIM
-
SOUND PRODUCTION COMPANY :
F.HERO, BANGKOK
-
MUSIC COMPOSER :
NATTHAWUT SRIMORK/SONGKIAT YUILUE
-
LYRICIST :
NATTHAWUT SRIMORK/SONGKIAT YUILUE
-
SINGER :
F.HERO
-
CAMPAIGN SUMMARY :
Meals are a massive consumption occasion for beverages. But in Thailand, Coca-Cola is chosen in only 1 in 10 meals. This is because locals, including Gen Z, don’t intuitively associate a global brand like Coca-Cola with local Thai food.
Coca-Cola needed to strengthen its association with Thai food and build its role as the perfect pairing for local cuisine. It did this by leveraging trusted cultural icons, and the most authentic expression of Thai taste and flavour – Streetfood.
This campaign ‘Epic Night Out’ created an immersive food-meets-music experience that aligned with Gen Z’s passions. This approach allowed Coca-Cola to go beyond advertising, making the brand an integral part of how young Thais discover and enjoy food.
The campaign’s centrepiece was a music video where F. Hero’s lyrics acted as a menu, celebrating Thailand’s most famous dishes, while Chef Pom’s culinary expertise added credibility and excitement. Through their combined star power, the campaign drew audiences into an immersive, interactive food discovery experience, amplified by TikTok trends, YouTube activations, social media engagement and FSA partnerships (Grab).
The integration of music, influencer credibility, and commerce elevated the campaign from content into a movement that drove real-world food orders and brand affinity.
-
CREATIVITY/IDEA/INSIGHT :
The success of Epic Night Out hinged on the power of talent and influencer credibility to shape audience behaviour.
In Thailand, music and food are deeply intertwined in youth culture, with influencers playing a critical role in how Gen Z discovers and engages with content.
Instead of a conventional ad, Coca-Cola leveraged two authentic cultural icons to co-create a music video that merged hip-hop, street-food culture, and social entertainment.
F.Hero’s massive fanbase in Thailand’s music scene and Chef Pom’s influence in the culinary world made this an organic and credible collaboration. Their combined appeal bridged entertainment with commerce, inspiring audiences to interact with the campaign in real life by ordering featured dishes via Grab and Uber Eats.
This campaign proved that influencers can be more than endorsers—they can be cultural catalysts that tell a brand story in an authentic and compelling manner.
-
STRATEGY :
Coca-Cola launched this campaign to cement its place in Thailand’s food scene. The brand wanted to move from being just a beverage choice to an enabler of memorable food experiences, positioning itself as an essential part of Thailand’s street-food identity.
To reach Thai Gen Z, the campaign utilized talent in a way that felt native to their interests. Research showed that 68% of Thai youths actively consume music online, and 74% trust influencer recommendations for food choices. Rather than forcing product placement, Coca-Cola created a platform for cultural expression, using talent to authentically engage the audience.
The campaign used a multi-platform influencer-driven approach, ensuring that F.Hero and Chef Pom sparked organic engagement. Their credibility was amplified through TikTok challenges, live Q&As, behind-the-scenes content, and interactive meal-ordering features.
The campaign also incentivized participation with exclusive food offers, available only through influencer channels, reinforcing Coca-Cola’s role in trendy and shareable dining experiences. The strategy was designed to make Coca-Cola not just an accompaniment to meals but a cultural phenomenon that Gen Z actively engaged with and shared.
-
EXECUTION :
The campaign rolled out in multiple phases, beginning with the music video premiere, released across F.Hero’s, Chef Pom’s, and Coca-Cola’s official YouTube and Spotify channels to maximize reach.
This was followed by influencer-led social amplification, where F.Hero and Chef Pom engaged their audiences through behind-the-scenes content, live reactions, and exclusive promo codes for food orders.
The campaign gained momentum with the “Wok it, Cook it, Drink it!” TikTok challenge, initiated by F.Hero, which became a viral trend and encouraged mass participation.
To bridge digital content with real-world action, interactive ordering was embedded within the campaign, allowing audiences to order featured dishes directly through F.Hero’s and Chef Pom’s social pages, seamlessly merging entertainment with dining experiences. Finally, the campaign culminated in exclusive street-food meetups, where fans could experience the menu in person and interact with their favorite influencers.
By blending influencer-driven engagement with a digital-to-real-world activation, Coca-Cola ensured sustained participation and cultural impact.
-
RESULT :
By seamlessly integrating influencers, entertainment, and interactive commerce, ‘Epic Night Out’ successfully positioned Coca-Cola as the drink of choice for Thai food culture.
The campaign generated over 20 million video views across platforms, with F.Hero and Chef Pom driving 80% of total engagement. It amassed 500 million total impressions, fueled by influencer-led content shares, and led to over 1 million direct clicks from influencer channels to Coca-Cola’s food-ordering platform.
The campaign saw a 263% spike in daily traffic to Coca-Cola’s campaign site and a fourfold increase in Grab food orders for featured dishes when promoted through influencers’ social pages.
Footfall at key Bangkok street-food locations featured in the video saw a 35% boost, reinforcing Coca-Cola’s role in Thailand’s vibrant food scene.
By using influencers as cultural connectors ‘Epic Night Out’ demonstrated that brands can move beyond endorsements and co-create immersive entertainment experiences that drive engagement and real-world action.
-
URL :
