Coca-Cola extends 'Open happiness' to China

Digital and outdoor executions will also run alongside the TV commercial. Fans can download music through China Mobile and Bluetooth technology placements in specific bus stops. The campaign will also be aired in cinemas and karaoke lounges. The three agencies involved in this campaign are wwwins Consulting for digital, Starcom for media and Heartland for outdoor.

Ten per cent of the payments for the ringtone download on China Mobile will be donated to the Coca-Cola Yunnan Aids Orphan programme. 

Joe Tripodi, chief marketing and commercial leadership officer at Coca-Cola, said: “‘Open happiness’ invites people to bring positivity, optimism and fun into their lives. We want every consumer in China to have the opportunity to enjoy ‘Open happiness’ this summer, which is why we will make the song available in every possible channel.”

The ‘Open happiness’ campaign first launched in the US in January, followed by Hong Kong in Asia and then Singapore. Both campaigns are endorsed by local artists with their own remix of the popular Coca-Cola tone and music videos.

See an exclusive interview with Umut Ozaydinli, global music marketing manager at Coca-Cola.



Television commercial:



Music video: