SHANGHAI, CHINA — This Lunar New Year, Coca-Cola, in partnership with Ogilvy Shanghai, invites everyone to embrace and celebrate the real magic of togetherness by bringing families together like never before, turning every can and bottle of Coca-Cola into a platform for connection and shared memories to celebrate the Year of the Tiger.
The Lunar New Year has always been a time where families are reunited to share intimate bonds and toast to the promise of good health and prosperity. However, rapidly changing social norms have accentuated differences in lifestyle and widened the generational gap between Asian youth and their elders, often lacking a common ground to make meaningful connections. This Year of the Tiger, Coca-Cola’s Real Magic Lunar New Year campaign, conceptualized by Ogilvy Shanghai, aims to bridge this gap by being the common ground.
The campaign kicked off with the launch of a series of collectible festive cans featuring different members of a lovable tiger family. Each tiger was crafted with a distinctive look and personality to mirror the multi-generational family of today.
Following closely after is an animated film that depicts a family of tigers coming together in an emotional story of reunion between a father and his son, showing how a simple moment of connection, re-discovered thanks to a bottle of Coca-Cola, bridges their generational divide.
The one-minute spot and a series of shorter versions are available in Greater China, Korea, Singapore, Malaysia, Cambodia, and Thailand. With food being a central component of the Lunar New Year celebrations, in some markets, the film was further adapted locally to incorporate relevant cultural elements into the film.
In mainland China, the campaign is enriched with an immersive, one-of-a-kind mobile gaming experience that connects generations by inviting family members to create their own shared moments of magic that they will cherish for years to come. A simple scan on any bottle, can or pack of Coca-Cola takes families on an adventure where young and old can play the same game using a single phone, engaging in real-life through group motion interactions.
Through vocal cues, blinking or coordinated head gestures, players can control the movements of a family of unique Coca-Cola tigers and earn electronic reward points that will be integrated seamlessly into the brand’s new consumer CRM platform.
On the eCommerce front, Ogilvy Shanghai’s Experience team leveraged its digital innovation expertise to help Coca-Cola launch a new custom area dedicated to members as part of Tmall’s New Year Festival and upgraded the brand’s flagship store’s loyalty program strategy. Through a series of online and offline interactions (such as scanning and collecting the auspicious Chinese character “Fu” using Alipay, and participating in online activities hosted on Coca-Cola’s membership corner on Tmall) consumers could enjoy member-only benefits and special Lunar New Year offers.
Charlotte Sng, creative director for Coca-Cola in Greater China and Mongolia said, “We believe real magic is everywhere. And the Lunar New Year is all about the magic of togetherness, something that is deeply embedded in Coca-Cola’s brand philosophy. This year, at a time when shared moments are more precious than ever, we want to celebrate the real magic of human connection and invite consumers to create memories that last. We’re thrilled to unveil this campaign that enables families to bond over a festive meal and a Coke through an integrated experience at the intersection of culture and technology.”
Melinda Po, president of advertising at Ogilvy China commented, “The Spring Festival is a major event on brands’ marketing calendar. To help Coca-Cola stand out in a sea of festive campaigns and inspire consumers in a way that is relevant in this difficult period yet joyous occasion, we have crafted a heartwarming multi-market campaign that reaches consumers across a myriad of touchpoints and platforms, using data-driven insights and culturally relevant ideas. Our commitment to Borderless Creativity is all about delivering innovative work that wins people’s attention, and we look forward to working together with Coca-Cola to bring more ‘real magic’ experiences to consumers across the world.”
To further power up the holiday cheer, tigers also reached consumers in an innovative manner through ultrarealistic 3D LED billboards launched in major Chinese cities, and an NFT art piece specially designed for the Year of the Tiger offered to consumers through lucky draws as limited-edition artwork.
