SHANGHAI, CHINA — The Coca-Cola Company (TCCC) and its global marketing partner, WPP Open X, are inviting consumers to embrace elements of surprise in their daily lives in an exciting new OOHA campaign.
Entitled “Lighten Up! With a sip of surprise,” the new campaign for TCCC’s sparkling water OOHA was created by WPP Open X, the dedicated agency for TCCC, which combines the scale and agility of the entire WPP network.
Led by VMLY&R Commerce with Ogilvy and EssenceMediacom, the campaign delivers a mixed reality experience that uses simple, colorful 2D graphics to enhance real-life scenarios, encouraging consumers to open their eyes to the potential of surprise and delight hidden in the ordinary.
Working with globally renowned illustrating artists Craig Redman and Karl Maier to transform everyday objects into whimsical works of art, the refreshing creative assets were applied to everything from OOHA’s packaging to real-world installations. Highlights include a bus stop in the shape of a giant seesaw and the inside of a subway car transformed with an underwater theme, each showcasing how the sparkling beverage offers consumers a chance to “escape the ordinary.”
The campaign ran across out-of-home (OOH), social media platforms, digital applications, and artistic installations at busy commuter touch-points. AR filters make the campaign interactive, allowing users to inject colorful 2D illustrations into their daily routines.
Coming together in a tight timeframe with parallel workstreams, WPP Open X worked closely with OOHA to build awareness through brand purpose and positioning for the light, sparkling beverage that has only recently launched, as well as profile its audiences and develop and deploy the campaign experience across Greater China and North America.
The two diverse markets, while differing greatly in culture and community, share one important insight. In both locations, the speed and convenience of daily life, driven by the high penetration of mobile devices and a booming service economy, has led to greater comfort and greater conformity. Consumers chase a life that is increasingly free of hassle, which also means it becomes increasingly predictable.
“In today’s convenient yet predictable world, we are excited to offer consumers a chance to explore new and surprising experiences, discovering the pleasure and possibility that can start from just a simple change,” said Andrew Chua, Creative Lead at TCCC, “We look forward to unlocking more growth in the sparkling light segment by reinforcing our brand identity as a flavor-filled reminder of the joy that is waiting to be uncovered in the everyday. With OOHA, surprise is only a sip away.”
Gerald Tan, Charter Lead of WPP Open X, added: “We brought this strategy to life with a creative idea rooted in the everyday. Our goal was to make an impact by meeting consumers in the middle of their own lives and experiences, and this ultimately paid off in the designs we collaborated on with our artist partners. With WPP Open X’s strategic and creative approach, we helped make every mundane moment a little bit lighter and refreshing with OOHA.”
WPP Open X is the dedicated agency for TCCC, which combines the scale and agility of the entire WPP network, supercharging creativity and acting as a multiplier for change and growth.
