Coca-cola Ambient, Case study A MILLION REASONS TO BELIEVE IN THAILAND by INITIATIVE Bangkok

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A MILLION REASONS TO BELIEVE IN THAILAND

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Industry Soft Drinks
Media Ambient, Case study
Market Thailand
Agency INITIATIVE Bangkok
Released May 2013

Awards

Cannes Lions 2013
Media Lions Best Integrated Campaign; Best Use of Integrated Media Gold
Media Lions Product & Service; Fast Moving Consumer Goods Gold

Credits & Description

Type of entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Advertiser: COCA-COLA
Product/Service: COKE
Agency: INITIATIVE Bangkok, THAILAND
Magna Buying Manager: Panida Suthusanachinda (Initiative)
Strategist: Supaluck Luckumnuayporn (Initiative)
Strategist: Chutiporn Panpimanmas (Initiative)
Business Manager: Nuttapon Kiettrisalpipop (Initiative)
Business Group Head: Sirinthip Suthipraphanurux (Initiative)
Insights Director: Mike De Los Reyes (Initiative)
Chief Executive Officer: Nopakun Sujaritchant (Initiative)
Business Associate Director: Paphop Ruchutrakool (Initiative)

Results and Effectiveness

•More than a million happiness messages shared.
•137 million positive engagements through social media.
•U$ 3.5 million PR values from good news stories.
•Established 15,000 volunteers for the Coca-Cola reconstruction efforts.
•Successfully raised U$ 2.8 million to the Thai Red Cross and Habitat for Humanity to rebuild more than 600 homes and 25 schools.
•Market share more than doubled from 24% to 51% by end of 2012, enabling Coke to become no. 1 again after 25 years (from Nielsen Retail Audit)
•Coca-Cola, as a Happiness ambassador, helped make Thailand, the Land of Smiles once again with Gross Domestic Happiness restored to 75%

Creative Execution

Our idea was to build a real beacon of inspiration. We lit up a building powered by Coke, visible across Bangkok, with an animated display of triumphant tales of flood victims. It was socially powered with live integration of Facebook and touch screens to receive well wishes.
The launch was covered by TV stations and news outlets to attain national reach instantaneously. We convinced these journalists to make daily good news a permanent feature to sustain the trend of positivity.
We also felt Coke had to contribute to the real reconstruction efforts. We used our Facebook and Twitter to convert mass conversation into recruiting volunteers and announcing activities.
To celebrate the surge of hope, we wrapped a mall roof to create the world’s biggest Coke bottle as a memorial landmark. Inside, we had an exhibition of the millions of well wishes to show that Thailand is ready to move forward.

Insights, Strategy and the Idea

At the end of 2011, Thailand suffered the worst floods in its history, draining the happiness of Thais. The floods isolated two thirds of the population by submerging houses and businesses under water. People were glued to TV and social media which were oversaturated by the disaster. Gross Domestic Happiness plunged almost 10% in the country known as 'Land of Smiles.'
There was little reason to celebrate, affecting Coke sales and putting it further behind Pepsi at 24% vs. 40%. We wanted to revitalize Coke’s image, arrest flagging sales and get Thailand moving forward again. As the natural companion to good times, Coke would mobilize Thais to reverse the tide of bad news with stories of hope and encourage participation in the reconstruction. We wanted to build visible monuments to ignite visions of a brighter future and establish a platform where dreams for a better Thailand could be shared.