HONG KONG: Coca-Cola has rolled out a website for the launch of its
fruit drink Qoo, which is targeted at the 12 to 24-year old market.
The on and offline campaign features a cartoon icon to appeal to the
drink's youth target segment.
Hakuhodo created the site - qoo.com.hk - which it said was appropriate
to reach the youth segment. The site features product information as
well as downloads such as wallpapers, screensavers, ecards and cartoons.
There is also a registration option for an email newsletter.
The agency's account manager Phoebe Chong said heavy computer usage made
the web one of the more cost-efficient below-the-line mediums in
targeting the youth segment. According to a report by
Nielsen//NetRatings, children of school-going age now comprise up to a
third of the internet population in several Asian countries.
"Peer influence is quite important to a new product especially for the
teens. They will tell their friends about Qoo after surfing our site
that helps increase the traffic," said Chong.
The product was first launched in Japan in 1999 and has been
subsequently rolled out in Singapore, Korea and Taiwan.
