In Hong Kong, McCann Erickson has developed the local component of Coke’s global ‘Happiness factory II’ push - the sequel to last year’s successful television campaign.
The local rollout of the campaign has seen McCann develop a ‘clocking-in machine’ as part of a bus-shelter buy, which allows consumers to insert time-stamping cards in return for prizes.
The local rollout of the campaign has seen McCann develop a ‘clocking-in machine’ as part of a bus-shelter buy, which allows consumers to insert time-stamping cards in return for prizes.
The machine is part of the buildup to the launch of the Happiness factory movie in Hong Kong, which will itself feature a variety of games to encourage audience interaction at the cinema.
“We are targeting teenagers and young people in general,” said McCann business director Karen Ng.
“The whole idea comes from what the ‘Happiness factory’ is - that when we punch in, we bring happiness to people.”
In China, meanwhile, Coke has teamed with AKQA Shanghai to develop a music video for its iCoke Gaming Tournament (IGT) at Chengdu’s Digital Entertainment Exposition. The video is shot in the 3G machinima style that has proved popular with several leading games.
The music video, titled ‘The unknown warrior’, is a revamped version of the video that was developed at the start of the IGT. So far, the tournament has seen 45,000 gamers participate across 56 mainland cities.
