Coca-Cola launches interactive 'Open喇' campaign

The name, Open喇, sounds like a pun word for ‘opener’ in English but also sounds like co’la’ in Cantonese.

A Coca-Cola spokesperson in Hong Kong told Campaign Asia-Pacific that this year's campaign follows its successful interactive campaign 'Chok! Chok! Chok!' in 2011 and its music campaign in 2012. "We aim to energize teens by giving them an unexpected digital innovation experience with mobile app through TV commercial," the spokesperson said.

The brand has run a teaser animation TV ad in the last week on TVB. It asks viewers to change the channel to channel 81 (TVB's HD channel). The spot is meant to arouse interest in this year’s campaign game, and spur downloads of the Coca Cola ‘Open喇‘ smartphone app. 

A new TVC, to be aired beginning at 10pm today on TVB, shows Coca-Cola bottles in a fridge, as well as some images of people participating in energetic sports like diving and swimming.

Viewers need to use the ‘Open喇‘ smartphone app to 'open' a Coca-Cola bottle seen in the TVC by shaking their phones.

The spokersperson explained that after the crown is opened, players can enter the lucky draw and be notified of any prizes instantly. There is a new feature allowing players to exchange crowns through Facebook to redeem specific prizes.  

The top prize is a Volkswagen Scirocco. Other brands that are sponsoring the lucky draw include Morning Star Travel, McDonald's, Wellcome, MasterCard, PCCW HKT, Ocean Park, MOOV and Nikon.

The TVC will be aired on TVB and HD TVB at 10pm every night until the 31st of the month.

The campaign was created by Coke's long-term agency partners McCann Worldgroup and UM. It is supported by bus shelter ad, print ads, Facebook and the brand's site.