Advertiser: Coca-Cola Far East Ltd Brand: Coca-Cola Creative Agency: N/A Credits: -
Objective & Challenge
Malaysia’s Movement Control Order (MCO) changed the fabric of “normal” in the country. Nearly overnight, people could not publicly gather, be near each other and were stuck at home 24/7 leading to psychological and emotional stress. A study found 1 in 2 Malaysians experienced anxiety and depression during lockdown. Coca–Cola Malaysia as business was also challenged to adjust to the new reality. Coca–Cola consumption outside of home was suddenly marginalized. We needed to shift our business priorities to focus on in–home meal occasions to drive sustainable volume. We needed a solution to address both of our business and consumers we serve. We realized we had a unique opportunity help people cope by bringing back some joy and excitement into their lives, during these tough times. The launch of our Cari–Cari Gol campaign in partnership with McDonald’s did just that. Here’s how we did it.
Insight & Strategy
Malaysians, restless and stuck at home were missing three things: FOR 65%, WATCHING FOOTBALL: Malaysia is a football nation, now handicapped from watching their favorite games and sporting events such as English Premier League or the Olympics due to sudden cancellations triggered by Covid lockdowns. GOING OUT AND EXPERIENCING OLD HAUNTS: Consumers, especially those 35yrs and younger, missed going to old and familiar locations: their gym, school, urban exploration, nightlife, eating out in groups and enjoying the food and ambience, as well as for football crazies, missing the scale and energy watching as fans in stadiums. They missed the joy and excitement of being ‘in action’ and on the world ‘outside’ beyond home. FINDING SOMETHING NEW OUTSIDE: Neuroscientific evidence shows people place great value and meaning to places, and that different places evoke different emotions, such as joy, security, and wellbeing. The discovery of new places and things trigger emotional relief and excitement. OUR STRATEGY We merged Malaysian’s common interests together: Football, The Familiar and The New, to get them excited and be in ‘action’, through a gamified “Virtual Reality (VR) Football Treasure Hunt” unlocked through a meal–bundling activation with McDonald’s.
We reached over 7M people and drove over 650,000 engagements on social media. The game brought over 76,000 visitors, with over 9,700 returning visitors. Business spiked! The average number of meals purchased for repeat participation in the game was also increased to five meals, within the two–month period, two meals greater than the norm. All this at ZERO ATL budget. Best of all, a wide community of players got absolutely immersed! Google Analytics shows 50% interested in sports, 8% in football, and 45% interested in fast food, a wide mix of players! The standard deviation of number of plays across the game levels by the end of the campaign rose to almost 2.5 times that of game level plays at the beginning. More than a game, we gave them joy, distraction, respite, and another reason “to play on.”