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The Challenge
Strong brand love for Coca-Cola has not translated to consumption. With “Stimulation Away-From-Home” being one of the largest consumption occasions, we needed to leverage this occasion to grow volumes.

The Solution – Insight & Idea
With youths spending most of the time outside of home, they would be the primary target. For them, life is almost the same everyday – routine. Short breaks are often regarded as an escapism from the monotony, and Coca- Cola’s opportunity was to give youths a spark to uplift and regain momentum to continue the day. Break time = phone time. Being highly elusive, we needed a smart way to reach out to them on mobile. As music is youths’ biggest passion point, radio listenership and DJ following is high. As DJs are often regarded as celebrities, we would use them to get traction. Hence the idea – marrying mobile with famous radio DJs to get youths to pause and refresh with Coke.

The Execution
Even though the media buy was deceptively just a mobile banner, we infused it with a “phone call”. The banner hijacked the entire mobile screen, serving the message for youths to receive phone calls from the DJs. The system mirrored each mobile operating system and the ad layout imitated the actual phone call interface. Pre-recorded DJ voice- clips were played when youths “answered” the call, with messages urging them to Chup! and refresh with Coca-Cola. The call ends with a map of Coca-Cola stores nearest to the receiver and directing them to the selected outlet.

The Results
The program achieved a mobile engagement rate of 3.57%, a 2.9X increase since it first started, continuously gaining traction as the campaign unfolded. The campaign was truly a success! Average monthly volume increased +11% during campaign period vs last month while “Brand Consumed Past 4 Weeks” increased +7points, and “Weekly+” drinkers increased +4points.

The Challenge
The growth of homegrown brands offering functional benefits was weakening P&G’s emotional bond with moms. We had to reignite this bond to reverse market share decline.

The Solution – Insight & Idea
Insight: Most women feel less beautiful and confident after becoming moms and it gets intensified because they feel guilty for every second that they “ignore” their kids.
Strategy: Raise public consciousness! Hence was born – STAY BEAUTIFUL, a campaign that inspired moms and people around them so they could have valuable personal time, enabled by P&G’s beauty brands.
Idea: Personal time can be achieved with help from loved ones so we appealed to people to empathize and realize that by helping moms get a little break, they are making a difference.

The Execution
The weapon of choice of YouTube viewers – THE SKIP BUTTON – became our ally. An interactive video featuring three crying kids popped up as pre-rolls with a “mimicked” skip button. Upsetting? Annoying? Wanna skip? Once skipped, the viewer sees the child being immediately attended to by the mom who is interrupted from a short break. And the message is delivered: YOU can Skip and ignore a crying child but moms CAN’T. Moms empathized with the 2-minute glimpse of their everyday lives and were led to a YouTube branded channel where they/people could pledge and donate time to moms making #StayBeautiful truly into a movement. A live counter on the branded channel tallied pledges proven by Instagram posts of donors filling in for mommy duties so moms could truly take some time off. The best entries were selected to win a pampering package- premium dUCk scarves and beauty products.

The Results
The video was viewed 1.6 million+ times at a third of the industry cost with a click-through rate 34% above benchmark. P&G beauty brands grew +2.7 pts in value share with key retailer stores.

The Challenge
2014 is the year of WorldCup, but sports association is owned by isotonic 100PLUS. To defend and grow volumes, we had to develop a programme that anchors on Malaysians’ football passion and prove to them that only Coca-Cola can bring the ultimate, refreshingly authentic FIFA WorldCup experience, one that is locally relevant, yet globally connected.

Insight, Strategy and the Idea
We had to defend volumes early. Coca-Cola would make a difference by turning the campaign into “The World’s Cup”, where the all-inclusive campaign will connect everyone to the greatest show of the year, regardless of geography. The programme anchored on key passion points, through only “Coca-Cola can do” assets:
Phase 1: Launch with visit of the Trophy Tour to Malaysia
Phase 2: Inspire Malaysians via Coca-Cola global anthem (Music)
Phase 3: Involve Malaysians with the “Happiness Flag” programme (Social)
Phase 4: Engage and Celebrate World Cup with the football fanatics

Media Execution
Phase 1: We partnered with the 3 biggest media networks (MediaPrima, Astro and RTM) to cover the Trophy Tour in a massive way. Media were invited for a first preview of the Trophy as it arrived on Day1. RTM was given live exclusive broadcast followed by media visits to MediaPrima and Astro. Astro Radio conducted outdoor broadcast, TV3 BuletinUtama broadcasted the unveiling of the trophy live, featuring the Youth&Sports Minister. Malaysians then got to view the Trophy upclose, which generated massive amounts of social conversations.
Phase 2: We localized the global anthem by featuring top Malaysian artists and general public. The song was played on airwaves and Era, Hitz, MYFM conducted a contest calling Malaysians to submit their own versions via online or on-ground. The user-generated videos were featured in the localized music video – bringing Malaysians together to celebrate the “World’s Cup”. The localized anthem and music video were
amplified across all partnered networks – MediaPrima, Astro, RTM, Facebook and YouTube.
Phase 3: We “brought” Malaysians to the WorldCup. Malaysian faces, along with others from 206 countries, were collected and featured on the
“Happiness Flag”, unveiled during the Opening Game in Brazil. The photos were collected via HappinessTruck across 60 locations in 4 weeks. The visits were amplified via radio live crossovers, microsite, and social media, driving further
participation.
Phase 4: WorldCup fever is on! The rallying cry for celebration (thematic messaging) was distributed via TV,Outdoor, Radio. Coca-Cola went on-ground with Astro Ola-Bola event and viewing parties were held at mamaks nationwide to excite and remind Malaysians to enjoy the game with Coca-Cola.

Results and Effectiveness
9,147 attended Trophy Tour event – second only to India! The localized music video on YouTube achieved over 1MILLION VIEWS in just 2-months! 7,931 photos were submitted, making Malaysia the 4th-largest contributor to the Happiness Flag globally! The campaign earned RM51.5million media value through extensive multi-media coverage across TV, radio, press, online and on-ground. “Spontaneous Brand Awareness” grew +4%, “Brand Love” increased +12%. “Is an uplifting drink” +11%, “Consumption Intent” rose +11%, “Brand consumed out-of-home” rose +38%. Sales volume increased +37% over WorldCup period, overtaking 100PLUS’s growth.

The Challenge
Growing-up-milk brands commonly fortify milk with a cocktail of nutrients that are largely promoted. But moms don’t know about the concerning amount of sugar these same brands add in their milk, to make taste “kid-friendly.” Our edge: a no-added-sugar product. Challenge: get moms to favour us, by making them question competitive brands they’ve always trusted, on added sugars.

Insight, Strategy and the Idea
Malaysian moms may not know about specific sugar levels in children or food, but they take innate cues from what their kids say and feel, to make the right call. We all know kids say the “darnest” things, but moms in most cases are hyper-tuned to listen. We personified moms’ native intuition through a naturally inquisitive child who’s not afraid to ask tough questions and create doubt in parents about the amount of sugar kids consume, especially in milk. Idea: enter cute and clever ‘ADAM’, smarter than your average 5-year old, to teach Moms about how they can avoid the negative effects of excessive sugar consumption in kids by doing one thing – look behind the product pack.

Media Execution
We educated in three steps: CATCH We kicked off by dominating screens, spots in FTATV for maximum reach and Video buys on YouTube & programmatically in relevant sites, for incremental reach. Moms everywhere where prodded by Adam with a powerful question, “What’s In Your Milk?” CONNECT Local KOL moms and their respective Facebook platforms spread a series of web films of Adam’s message, investigating the various ingredients of milk, while educating moms to look behind the pack for proof. CLOSE Our sample request program online closed the loop, by retargeting audiences that had already engaged with our video with a sample request ad.

Results and Effectiveness
ADAM, the curious kid, drove phenomenal increase in business-brand metrics post vs. pre campaign: Value-share +2.2% Volume-share +2.9% TOM +7% “Is-a-trusted-source” +15%

The Challenge
‘Away-from-home’ is the second largest volume opportunity with break time as the consumption occasion. However, most youths don’t consider Coca-Cola as part of their break repertoire. Our challenge: Make Coca-Cola a weekly habit among youths during break time, by inspiring them during their lowest point of day.

Insight, Strategy and the Idea
We kept our message on resonant and “in the moment” by: BEING WHERE AND WHEN THE SLUMP HAPPENS: Most youths are on routine – at school – while struggling to maintain alert and energetic between 2-5pm. BEING INTERACTIVE: Afternoon slump creates a sense of helplessness as they look to find anything interesting to do, from taking random photos with friends to playing interactive games. OUR IDEA: Create an OOH “net” that covers high-density proximity areas to schools all the way to ambient and interactive opportunities inside campuses.

Media Execution
OOH was used as an incremental reach platform complimentary to screens, to seed our thematic messaging and reach youths on-the-go. Transit Ads Outdoor, cast an even wider reach net to youths on-the-go, using large ad formats (Spectacular Adtrack) to create impact and capture maximum attention, and a combination of different ad formats (Adtrack+lightbox+panel) to stretch the campaign longer in high traffic LRT stations surrounded by campuses and offices. We zeroed-in on the moment with time-targeted, copy-changeable and photo-op friendly Interactive posters on Campus, strategically placed at crowded chill out areas and installed Motion Activated Sound Sensors to detect students passing by to prompt them with specific break time messages from 2-5pm. And then we made it real by serving Coca-Cola at point of need by activating Real-Time Coke Delivery!

Results and Effectiveness
The interactive time-based copy visual on campus reached 391,500 students across 20 campuses nationwide. Real time Coke delivery garnered 800++ requests in just 30 hours. Best of all, Coke weekly consumption grew +4%!