BRAND:
Coca-Cola
AWARD CATEGORY:
The Best Social & Commerce Integration
CAMPAIGN TIME RANGE:
1/3/2023 - 30/6/2023
CREDITS:
WPP Open X, led by T&A Ogilvy Vietnam, EssenceMediacom
CASE STUDY VIDEO
STRATEGY
Coca-Cola wants to make everyday meals magical by uplifting people over the meal table. Research shows that food pairing with Coke is the number one reason people drink it.
For Coca-cola, our research also found that the key barrier to having “magical" mealtimes is behavior, and technology barrier not mindset as they are usually overwhelmed with meal preparation or indecisive about what to eat. Consequently, their mealtimes are often quick, casual, compromised and lacking in magical
Therefore, our campaign objective was to inspire a new mealtime habit that is culturally insightful, refreshing for Gen Z, and simple enough for them to adopt, at the end making Coca Cola a Brand to create magic within Meals times and eventually becomes a part of GenZ's subculture.
INSIGHT
Gen Z's lifestyle is intertwined with a quest for entertainment across all aspects of life, leading to trends like Shoppertainment and Edu-tainment. They crave immediacy in their engagements, especially with food content. Yet, a gap exists between watching food-related content and the ability to instantly order and enjoy these meals, highlighting a missed opportunity for real-time eat-tainment which enables consumers to order which dish they see from the content they consume real-time
We can close this gap and enable users to order exactly what they were inspired by Food-content (Review, mukbang..) in real time for meal time. As a result we create Mealtime rituals that can create intentional focus that allows people to adapt a pattern as habits, which are triggered by an action and rewarded with a feeling of satisfaction.
CREATIVE IDEA
The Strategy was to fulfill the unmet demand of instant ability to order food from the creator ads. The creative idea is “THE EAT-TERTAINMENT EXPERIENCE THROUGH PARTNERSHIP GRAB x COKE “
The partnership between Grab and Coca-Cola bridges this gap, creating an eat-tainment experience that translates viewers' enthusiasm directly into action. By integrating Grab's ordering system with Coca-Cola's campaign, users can instantly order the meals they see in their favorite creators' content. This seamless experience from content to consumption not only satisfies the immediate desires of Gen Z but also integrates Coca-Cola into their digital-native lifestyle.
CONNECTION PLAN
With the key message “Coca-Cola Potlucks – the magical combination”, the campaign focus was aimed for MOBILE FIRST USER ENGAGEMENT campaign due to the fact that over 90% of digital and social spend was focused on mobile. As the result, we roll out the campaign with 2 pillars:
FROM IGNITION WITH CREATORS
Starting with Minh Tu, a Local Youth icon was chosen to host a real and cozy Potluck meals with all her close friends. The content was streamed across her social media platforms. Four Gen Z content creators followed suit to introduce the new concept to Gen Z. Besides, a 30s and 15s video spot featuring Gigi Hadid and her friends was amplified massively through YouTube, Meta Social and OTT.
TO ACTIVATED CONSUMPTION ON GRABFOOD
A real-time sharing menu, called "Order your own Potluck" was launched in partnership with Grab. For the first time, you can order what your favorite content creators are eating as you watch and order from multiple merchants in one order (as aligned with Potluck spirit). Then user will join into The Grab X Coke partnership to create a "Real time Creator to Consumption format" took the experience to a magical level, and mobile was the centerpiece of that execution, that allow users to group-order with each other to order their potluck meals (as triggered by creators content)
The campaign was designed to encourage people to adopt a new habit. So it was important to ensure efficient delivery of video content and mobile-first user engagement.
OBJECTIVE-BASE KPI
Coca-Cola is the market leader in the category, however the brand was targeting to increase their weekly consumption via the #1 drinking occasion - MEALTIMES. This means recruiting new Gen Z consumers, building spontaneous awareness and Coke's intrinsic value ("Compliment by food" attribute)., while creating a strong affinity that would make Gen Z stay loyal to the brand, in the long term. Operating in the most prominent brand territory for Coke in Vietnam, this campaign has a strategic role to strengthen market share, while building brand love with the new consumers in Vietnam.
The campaign achieved some ground-breaking results, from optimum media exposure, active participation from both online and offline experience:
- 245 Millions Impressions
- Over 30 Millions Views
- 100% SOV across Supermarkets OOH
- 15% SOV across DOOH in Apartment buildings
To successfully establish a Mealtime ritual that’s not only meaningful to the audience but also to the business.
- 77% awareness of Potluck Ritual
- 5X Incremental orders of Coke from Grab
- Consideration Lift +2.4%
- “Compliments food” score +6.5%
- Sale growth versus last year + 29%
- Share improvement versus last year + 5.4 pts
While the broad media reach ensured optimum people know about this new Coke Meal ritual, an experience loop activated online with Grab Food and also through the offline activation ensured that enough people participated in the Trend, making it a part of Vietnamese Gen Z subculture.
