Advertiser: Coca Cola Far East Limited Brand: Coca-Cola Creative Agency: Geometry Global Credits: MediaCom Malaysia — Chan Wan Lih (Business Director), Moo Kok Way (Communication Planner), Noelle Wong (Communication Manager),Katherine Lee (Implementation Manager),Aeris Tan (Implementation Executive),Au Jo Yi (Executive, Interactive); NSTP (M) Berhad — Pearly Teong (Senior Manager),Jonathan Peters De Souza (Print Ad Specialist)
Coca-Cola was losing its appeal amongst youths who are moving away, towards a perceived healthier option – 100Plus. To win them back,Coca-Cola had to rebuild relevance by driving key Coke intrinsic benefit of uplifting refreshment, and subsequently grow brand love among Malaysian youths in a way that only Coca-Cola can.
The Solution – Insight & Idea
Youths are energized by trendy, new, fun things they consider “cool”. Shareable fresh ideas and experiences are their most important social currency as it’s increasingly easier to communicate within various social groups. The challenge was to find a way to connect a 127 year-old brand with the ultra-modern youths. We needed an idea that would generate hype, excitement, and market disruption while still being relevant and relatable. And we would do it by using one of Coca-Cola’s oldest owned asset – cans. The idea was to develop limited edition cans that embodied the spirit of today’s tech-savvy youths and gave them a way to share it socially with their friends easily. We created the “Manglish Cans”. The iconic Coca-Cola logos on cans were replaced with seven collectible hashtag designs sporting common “Malaysian English” youth lingo. They were divided into words that cued Coca-Cola intrinsics, like #syoknya and #bestgiler, and trendy expressions spoken daily, like #fuyoh and #terrernya. The #sharemycokelah movement was created for youths to snap and share their experiences and interactions with these cans. It became the hub for conversations about the campaign, and encouraged more youths to participate in it by picking up their very own hashtag cans.
To engage youths, #sharemycokelah needed to be social at heart to drive interaction and conversation. Mass media TV, press, and on-ground events steered them to take pictures with the cans, hashtag it according to the name on the cans including #sharemycokelah, and be featured in Coca-Cola’s global Facebook page and digital screens nationwide. Intrinsic hashtags were strategically inserted at relevant parts of the TVC as a reminder of sensation of an iced-cold Coca- Cola. The cans were featured in #1 newspaper Harian Metro, creatively placed in a newly created space just below its masthead for maximum disruption. Different cans were featured weekly to play up the collectability factor and drive more conversations. Through Harian Metro GenY activation, we brought the entire collectible set to six major universities nationwide to excite youths. They took pictures with the cans and shared them with their friends on various social networking sites. The cans were also used as Facebook ‘Like Ads’ to amplify awareness online and trigger participation. All tagged snapshots were projected on Powerscreen digital boards, rotated twice weekly.
The cans generated massive hype and conversations on social media, resulting in 9,000+ user-generated content and almost 500,000 ‘likes’ on those posts! TVC reached to 3.3million viewers. The partnership with Harian Metro on-paper and GenY on-ground accumulated 10X ROI, and reached an additional 130,000 university students that generated 1,000+ photo submissions. The activation was covered by the mass media, earning RM3.9million in productivity value. Most importantly, Consumption Intent improved +2.8% and volume increased +7.9% year-on-year!