The campaign, exclusive to Hong Kong, titled ‘Coke Zero Wild Health Rock Music’ plays on the rise of self-made bands. Local hit band ‘Mr’ is set to star in the online executions along with their solely written and performed track called 'Black Maniac'. Mr is known for its original, energetic, manly music style which made it just the right fit for the ‘wild’ Coke Zero with its black packaging.
The online campaign consists of behind-the-scenes footage of Mr music promotions and interactive games. Top scoring fans stand the chance to win tickets to Mr’s concert, limited edition CDs, totebags and coupons.
The campaign follows a regional TV campaign for Coke Zero launched towards the end of last year titled ‘It’s Possible’. Rather than position itself in the pop culture like Classic Coca-Cola, Coke Zero has always operated in ‘a leaner and meaner’ category for young adults in their 20s.
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Credits:
Project Zero Wild Health Rock Music Campaign
Client Coca-Cola China Limited
Creative agency McCann-Erickson Guangming
Chief creative officer Spencer Wong
Creative director Franky Hui
Art directors Q.leg, Max Fung
Copywriters Law Chi Hang, Spring Liu
Agency Producer Joey Ho
Media agency Universal McCann
Production company Touches
Exposure Television, print, radio, online, guerilla marketing, in-store
