Developed by dedicated agency unit Red Lounge, the drive sees the launch of three new TVCs. In one, Beijing is transformed into ‘Shuang City’, an Olympic playground featuring Yao Ming. In another, animated birds celebrate the opening of the ‘bird’s nest’ Olympic stadium, while the third spot sees animated Yao Ming and LeBron James characters square off on a basketball court.
In addition, the beverage giant is launching a series of promotions and contests as part of the campaign.
WE8 is a global programme that unites eight Chinese artists with eight global musicians to create a range of Coca-Cola contour bottle designs and music tracks. A China contest, meanwhile, is taking place on the iCoke site, where consumers can input codes from Coca-Cola products to win the opportunity to spend the day with the company’s ‘Olympic star team’. The ‘Delicious happiness’ component, in addition, sees the launch of special Coca-Cola packs with the Chinese characters logo in more than 150 countries.
The campaign also includes new interactive programmes on the iCoke.cn platform, along with the roll-out of the ‘Unity bottle’ designed by Yao Ming and LeBron James. In addition, three Beijing ‘Shuang’ venues will open during the games, featuring interactive exhibits, games and contests.
Coca-Cola unveils final Olympics push
BEIJING - With exactly one month left until the start of the Beijing Olympics, Coca-Cola has launched an integrated advertising programme based around the Mandarin expression Shuang, which translates as complete physical, emotional and spiritual refreshment.
