BANGKOK, THAILAND – Coca-Cola is about uplifting people to unite for a joyful world. In an attempt to connect millennials with their friends and family during meal-times, Ogilvy Bangkok devised a campaign that consists of a series of awe-inspiring visuals, featuring a multitude of tiny fizzy bubbles inside what appears to be an ordinary icy cold Coca-Cola. By getting closer, consumers can experience the magical moment of discovering that a Coke can be more than just cola, as they see that each and every bubble represents different types of happy facial expressions or ‘emojis’.
The digitally-led campaign will be brought to life through TVC, POS and OOH, with the visuals being tailored to mobile & online channels as well as social media formats. The integrated campaign aims to invite and inspire Thais to grab a Coke and turn their ordinary act of eating food into a meaningful and joyful moment shared with the ones seated at the same table. The campaign will conclude with a food event where on-ground activations will allow people to experience for themselves how Coke can bring them closer. For more information about the event, follow #CokeTH on Facebook.
“Emojis have evolved from being a trend a few years back to becoming part of the everyday life of millennials as a means of expressing their feelings on social media. Sadly, they’ve also influenced the disconnection amongst millennials in the real world. Using the universal language of emojis to symbolize Coca-Cola’s ability to transform every meal into more meaningful and joyful gatherings, the campaign is designed to inspire young adults to truly connect with the ones seated at their table.” said Andrew Chu, Executive Creative Director, Ogilvy Thailand.
Ms.Munthana Lorgrailers, Marketing Director, Coca-Cola (Thailand) Limited added: “The ‘Turn Food into a Meal’ campaign reflects Coca-Cola’s consumer-centric strategy, which puts the consumer at the heart of everything we do and leverages our powerful consumer insights and genuine understanding of the value of Thai culture with food at its center. Food has long been embedded in Thai culture and is an important part of every generation’s life. ‘Coke’ sees beyond eating: we want to play a role in those cherished moments when people share a meal, no matter for how short a time, making it a time of celebration with refreshing ‘Coke’ while savoring the special bonds between those around the table.”
The first visual in the series has received over 200K engagements within 24 hours and sparked over 10K social conversations and memes which celebrated the ingenuity and relevance of the campaign.
CREDITS:
Client: Coca-Cola
ASEAN
Jesus Ferriera, IMC Manager
Ibrahim khan, Marketing Manager Sparkling
Thailand
Munthana Lorgrailers, Marketing Director
Karaked Puribhat, Head of IMC
Komkrib Chokchaikatanyu, IMC Manager
Kulaputt Vephula, Media and Digital Manager
Kitisak Manoratana, Marketing Manager
Derin Gokbudak: Senior Brand Manager
Agency: Ogilvy Thailand
Creative Team:
Nopadol Srikieatikajohn, Chief Creative Officer
Andrew Chu, Executive Creative Director
Naratip Phueaksri, Creative Group Head
Visarnpong Chateakcharoen, Art Director
Ei Kakiuchi, Art Director
Thanit Nopwattanapong, Art Director
Nichamon Kittisimanont, Copywriter
Planning Team:
Sasipa Mongolnavin, Strategy Director
Khampassorn Palasoon, Senior Associate
Client Service Team:
Jiravara Virayavardhana, Managing Director
Natdhee Sopondhitipun, Business Director
Pusuda Manassewee, Account Associate
Agency Producers:
Paiboon Suwansangroj, Production Manager
Naphachanok Phiansa, Traffic Manager
Production Houses:
Illusion CGI Studio, Thailand
New Holland Creative, Australia
Hogarth, Thailand
Facebook Creative Shop, Thailand:
Jirat Arinrith, Creative Strategist
