Isobar’s Drama Coke idea for Coca-Cola lead to a third record year for volumes sales in China by using Coca-Cola packaging to let Chinese consumers connect the drama of iconic movie moments with the drama of daily life in China.
Planning & Execution
Coca-Cola packaging featured quotes and images from 50 different, classic movie moments in famous Chinese and international films.
On TV the creative work referenced the dino-tastic Jurassic Park series and epic battles from ancient China, but with the desirability of Coca-Cola as a central component to the storyline. The same imagery featured in OOH.
In digital we created a suite of augmented reality video tools that let people do things like be attacked by a giant dinosaur or be magically teleported into the scene in films clips they made themselves and in OOH. These clips were hosted on the Youku video sharing platform.
We also worked with Youku to produce a series of films around alternate endings to the epic battle TVC.
A key sponsorship partnership was with the famous Chinese film company Huayi brothers on their film ‘Only You’, which was produced by Feng Xiaogang. A Coke version of the movie poster was produced and Coca-Cola activated the film premiere and even the VIP gift box.
Effectiveness / Results
In 2013 the Nickname Coke campaign delivered a 20% increase in volume sales compared to the previous year. In 2014 volume sales grew a further 6% (in the coldest summer for 30 years) to set a new record.
In 2015 we knew for sure we couldn’t improve again. We were wrong.
Our 2015 campaign met all communication KPIs and exceeded our sales target. Campaign engagement was 15 times higher than 2014, allowing Coca-Cola to remain relevant throughout the summer of 2015 in order to have a significant effect on regular consumption of Coca-Cola in China.
Total campaign impressions were 9.3 billion, which was a 300% increase on 2014. Campaign engagement through digital channels increased by 1,500% year on year.
Brand attributes of ‘refreshing’ and ‘great taste’ both hit the target of 2% grown for each attribute. The campaign recruited an extra 10 million drinkers of Coca-Cola over a 4 week period and 6.7 million new drinkers drinking the product on a weekly basis.
Most importantly, sales transactions grew 11% year on year and volume sales grew by 12%.