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First Coke of the New Year

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description: As a media agency, we pride ourselves on being able to provide the consumer meaningful experiences, but this entry is a great example of what can happen when we work hand in hand with our creative partners to invent something our client's consumers truly enjoy. Because of a tumultuous 2008 with devastating snowstorms and earthquakes, young people valued community more than ever and we created the "Shanghai First Coke of the Year" as a symbolic way of passing on optimism for the year ahead. Coca-Cola kicked off CNY with a live TV event, featuring celebrities like Liu Xiang"China's most hopeful Olympics hero" giving their First Coke of the Year (FCOY) to someone special and urging consumers to do the same. With additional ways to pass on their FCOY wishes and messages, the end result was a staggering 72 million page views and over five million FCOY stories submitted on iCoke.cn

catégorie : Case Studies

segment de marché : Beverages : Non-Alcoholic

client : Coca-Cola

marque/produit : Coca-Cola

directeur de création : -

concepteur rédacteur : -

campagne pro bono : Non