The Challenge:
The turn of the millennium created a convergence of major holidays in South East Asia.
For the first time in a generation, we were celebrating Christmas, New Year’s Eve, Chinese New Year, and Hari Raya all within the space of one month.
For the first time in a generation, we were celebrating Christmas, New Year’s Eve, Chinese New Year, and Hari Raya all within the space of one month.
Coke consumption normally spikes during these holidays, so they went all out.
It started with a major in-store sales promotion featuring a limited edition swap card series – a POS GWP.
And an accompanying website hosting games, contests, downloads and giveaways.
They printed the URL on millions of cans and labels.
We had just won the business, and now had two weeks to launch Coke’s first official website in Asia.
With a bang.
They printed the URL on millions of cans and labels.
We had just won the business, and now had two weeks to launch Coke’s first official website in Asia.
With a bang.
The Solution:
The Idea: The friendly polar bear was Coke’s global icon at the time and featured front and centre on the festive cards as well as a locally produced TV commercial. Despite a rather tenuous relevance to the steamy tropics, he had to also be core to the digital part of the campaign.
The Idea: The friendly polar bear was Coke’s global icon at the time and featured front and centre on the festive cards as well as a locally produced TV commercial. Despite a rather tenuous relevance to the steamy tropics, he had to also be core to the digital part of the campaign.
We launched the site with “Polar Ice Fishing”, a 3-part game featuring the polar bear’s journey on an ever-shrinking ice-floe from the North Pole to the Equator. Players were required to ‘fish’ for as any coke cans and bottles as they could along the way.
Over 6 weeks we also rolled out:
Writer’s Blok – a crazy “what I did last holiday” visual storytelling contest
Christmas Tree Cards – a bunch of themed digital templates to configure,
decorate, message, and send to friends and family
decorate, message, and send to friends and family
Serial Number Lottery – a daily goodie. Every card’s a winner folks.
Polar Ski Challenge – manoeuvre your polar bear thru a wintery wonderland
Polar Bar – a game where you play a polar bear bartender and must not let your customers' coke glasses empty.
Message in a Bottle – another fun messaging app where you could send messages via a cartoon coke bottle to friends around the world from your deserted tropical island
AND THE RESULTS:
Wow. With promotion limited to a 6pt call to action on cans and cards, Coca-Cola fans still flocked to the site.
Wow. With promotion limited to a 6pt call to action on cans and cards, Coca-Cola fans still flocked to the site.
• In droves: 480k+ uniques
• And they stayed: an average 25+ mins
• And played: 23k registered downhill skiers
