CHOK! CHOK! CHOK! by McCann Erickson Hong Kong for Coca-cola

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CHOK! CHOK! CHOK!

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Industry Soft Drinks
Media Film
Market Hong Kong SAR China
Agency McCann Erickson Hong Kong
Executive Creative Director Nick Lim, Spencer Wong
Creative Director Mark Kong
Art Director Kitty Tang, Tonkie Chan, Rika Kojima, Daniel Cheung
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Mobile Devices Silver
Promo and Activation Lions Best Use of Other Digital Media in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: COCA-COLA CHINA
Product/Service: COCA-COLA
Agency: McCANN WORLDGROUP Hong Kong, HONG KONG
Advertiser COCA-COLA CHINA
Product COCA-COLA
Entrant McCANN WORLDGROUP Hong Kong, HONG KONG
Type of Entry: Use of Promo & Activation
Category: Best Use of Other Digital Media in a Promotional Campaign
Title: CHOK! CHOK! CHOK!
Advertiser/Client: COCA-COLA CHINA
Product/Service: COCA-COLA
Entrant Company: McCANN WORLDGROUP Hong Kong, HONG KONG
DM/Advertising Agency: McCANN WORLDGROUP Hong Kong, HONG KONG
2nd DM/Advertising Agency: UM Hong Kong, HONG KONG
Chief Creative Officer: Spencer Wong (McCann Worldgroup)
Executive Creative Director: Spencer Wong (McCann Worldgroup)
Executive Creative Director: Nick Lim (McCann Worldgroup)
Creative Director: Mark Kong (McCann Worldgroup)
Art Director: Daniel Cheung (McCann Worldgroup)
Art Director: Kitty Tang (McCann Worldgroup)
Art Director: Tonkie Chan (McCann Worldgroup)
Art Director: Rika Kojima (McCann Worldgroup)
Production Content Director: Paul Swee (McCann Worldgroup)
Describe the brief from the client
Compared to 2010, Hong Kong teens are spending 13.75% less time watching TV. And they are increasingly tapping away on their mobile devices – more than 50% of Hong Kong teens are spending at least 30 minutes or more a day on their mobile phones.
And especially in an innovation-drive market such as Hong Kong, simply using a nice TVC in a promotion is never enough to entice teen participation. So we asked ourselves: how can we translate Coca-Cola’s ‘open happiness’ in a meaningful way to enlist teens' involvement with a traditional regional TVC?


Describe the creative solution to the brief/objective.

While all we had was a traditional TVC, we found a way to transform it into an exciting promotion experience - something that would literally make consumers jump off the couch while it aired!
‘Chok!’, meaning rapid motion, is the latest slang word used by Hong Kong teens. Riding on the popularity of this new slang word, we created a smartphone app to let teens catch tumbling bottle caps straight from the TV screen to win instant prizes, successfully turning a traditional TVC into Hong Kong's first ever interactive gaming promotion!


Describe the results in as much detail as possible.

Chok! Chok! Chok! was the most successful promotional campaign Coke ever launched in Hong Kong.
Merely 15 hours after launch, our app reached the No.1 download spot in the local app store, and was downloaded 400,000 times in 6 weeks, making it the most successful branded promotional app ever launched in Hong Kong!
Our ad has been watched and played for over 9m times -That’s 12.8 times for every teen in Hong Kong and 1.28 times for the entire Hong Kong population, making our regional TVC the most watched ad in Hong Kong ever recorded!


The promotional campaign has broken down what was defined as ‘a medium’ and enabled users to interact with an otherwise one-way communication channel.
Through this clever use of technology, we have also reinvented Coca-Cola’s classic promotional experience to ‘Open Happiness’. For years, it has been done the exact same way around the world: Buy a Coke, pull open the cap and see what prizes are printed inside. We have, through the campaign, enabled consumers to relive this classic Coke experience, and reinvigorated an age-old promotion mechanic that was otherwise slowly losing relevance to a new generation of digital savvy consumers.