Jenny Chan 陳詠欣
Jun 4, 2015

Coke's summer sequel: From nicknames to lyrics to...movie quotes

SHANGHAI - With the launch of the second sequel to its highly successful ‘Share-A-Coke’ summer campaign in China, Coca-Cola continues to weave itself into the most potent pop-culture trends—this time with movie quotes.

wide player in 16:9 format. Used on article page for Campaign.

Client: Coca-Cola

Agencies: McCann, Isobar, Starcom

Market: China

Scope: TVC, online video, print, point-of-sale, retail, Youku partnership

Details: Over the previous two summer seasons, the ‘Share-A-Coke’ campaign played with nicknames and song lyrics. This summer, Coke bottle labels in China will exhibit lines or quotes from some of the market's most loved movie blockbusters. The campaign will run nationally until August 2015 with the objective of strengthening Coca-Cola¹s relationship with young people in China by adding a bit of drama to their summer.

49 lines or quotes were picked from movies including The Legend Of Zhen Huan (甄嬛传), Forrest Gump (阿甘正传), Never Thought Of That (万万没想到) and Let's Get Married (咱们结婚吧).

Press release quote: Richard Cotton, content & creative excellence director, Coca-Cola China: “Our third release in the highly acclaimed ‘Share-a-Coke’ franchise is going to be even bigger and better. Brace yourselves for this Summer's mega blockbuster!”
 
 
Campaign Asia-Pacific’s comments: Through the use of movies, the creative opportunity for Coke can be dramatised further, though initial creative communications don't seem as "overtly playful" as the brand promised. The movie-trailer-type teaser above, featuring a dinosaur chase à la Jurassic World (to be released in China on 10 June), brought the viewer to the point of tension in the film but drooped from that point onwards. We were hoping to be tickled a bit more beyond the 'borrowing’ of dramatic movie scenes and 'inserting' the product into them.
 
The actual bottles, with labels displaying classic movie quotes (see below), do enhance the shareability and certainly ensure continuity of the overall campaign objective since two years ago. We are not seeing much buzz on the brand's Weibo account yet, so let's observe to see whether Coke achieves its aim of owning a share of Chinese pop-culture conversations this year.
 


CREDITS:

McCann
Chairman / Chief Creative Officer: Tomaz Mok
Creative Directors: Jeremy Guo & Hesky Lu
Account Management: Cia Hatzi, Grace Fong & Sally Nghiem
Creative Planner: Jay Caplan
Agency Producer: Christine Chen
Production / Post-Production House: Black & Cameron / MPC (Shanghai & London)

Isobar
Managing Director: Rohan Lightfoot
Chief Creative Officer: Tim Doherty
Creative: Yang Chen, Kathy He, Hoven Lo & Verna Chen
Tech & Production: Mike Chang, Anco Zhang, TF Wang, Vincent Lin & Roy Wang
Media: Annie Zhang, Peter Wang, Morning Li & Soka Cao
Planning: Bass Chen & Serafina Cheng
Account Management: Jennifer Lin, Brian Liu, Javin Chen & Kris Xiao

Starcom
Business Director: Phyllis Han
Connections Planning Director: Sow Chwee Ling
Chief Content Officer, LiquidThread: Silvia Goh
Associate Business Director, LiquidThread: Emily Liu


 

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