Malaysian Media Awards Winners Showcase

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.