SINGAPORE - Coca-Cola has partnered with influencer Narelle Kheng (Sam Willows) to connect with Singaporean young people for its ‘Coke uplifting breaks’ campaign.
The campaign plays out across Clear Channel’s Play digital panels, where commuters will be prompted by a message, “Grab a Coke and perk up her afternoon!” followed by instructions to tap the Coke bottle to bring it closer to Kheng.
A video is triggered showing Kheng waking up to the Coke moment, delighted and refreshed. Commuters are then invited to take a selfie with her and send their personal emails.
Targeted at youths, the campaign seeks to demonstrate how the “uplifting refreshment” of Coke makes an afternoon slump truly energising and enjoyable anywhere and everywhere.
In a statement, Cindy Lim, senior content manager, Coca-Cola Malaysia/Singapore said the brand is exploring something new in terms of content. In this case, giving Singaporean youths a chance to interact with rising music star, Narelle Kheng, digitally on an OOH screen.
“We are confident that this idea will create some buzz and excitement amongst the youth,” she added.
Amanda Woo, head of marketing at Clear Channel Singapore said the campaign extends the notion of influencer communications beyond just digital spaces to offline ones.
The campaign runs for two weeks (until 28 September) across 10 bus shelters located near Plaza Singapura, Orchard Boulevard, Selegie Road, Jurong Gateway, Holland, Serangoon Plaza, Downtown East, Clark Quay MRT, Harbour Front MRT and Kembangan MRT.
Media agency: Mediacom
Creative agency: Geometry Global