可口可乐密语瓶

作品信息

作品描述

背景

Share a Coke has been one of Coca-Cola’s most successful marketing platforms worldwide since 2011, but half a decade later, how do you keep an idea still fresh? Especially during summer when there are literally over 1,000 beverage products competing with Coca-Cola in China.

As a global brand in China, Coca-Cola needed a unique call to action to stand out and get Chinese teens not only loving the brand, but also drinking Coca-Cola. Not an easy feat, when there are still millions of teens all over China who have never even tasted a Coca-Cola.

目标

To make Share a Coke fresh again for Chinese teens who culturally prefer water, teas, and local brands would require a completely new approach. And with no change to product, pricing, or distribution, and no 2016 Olympic sponsorship, it would be entirely up to the campaign to cut-through the summer clutter.

That’s why for 2017, Coca-Cola had two underlying challenges:
1. Increase brand love by 6% among Chinese teens to exceed 2016’s historic high
2. Grow volume by at least 6% to double the success of 2016 and steal back share from other beverages

创意

Chinese teens speak a completely different language using codes only they understand, and they use this language in the digital world where they decipher the codes using Chinese phonetics.

Our creative idea was to leverage this secret language by working with teen influencers to beta test, co-create, and illustrate a series of 80 codes which we launched on millions of bottles of Coca-Cola alongside an LBS activation and a TVC.

By freeing the codes from their virtual world, teens could openly express how they feel and connect with each other in real life through Coca-Cola.

结果

The 2017 Share a Coke Code campaign increased brand love by 10% reaching an all-time record high for Coca-Cola in China. It was also the widest brand love gap between Coca-Cola and our competitor for the year. Coca-Cola also achieved 983 million impressions outperforming our KPI by 246%.

By beyond brand love and social engagement, the campaign also generated real business results. Despite the challenging +6% KPI, meant to double the volume growth of the 2016 Olympic campaign, the 2017 Share a Coke Code campaign led to a volume growth of 10% and transaction growth of 14%.

分析

We created a campaign that was meaningful for teens because we tapped into the language that they were already using in their digital world. So while the codes meant nothing to adults, they meant everything to teens.

We also worked directly with teens to adapt and co-create more codes for a richer language that they could use in their everyday moments. This brought teens closer to the brand, but more importantly created connections moments with each other.