| Title | THE EMOTISONGS |
| Brand | COCA-COLA |
| Product/Service | COCA-COLA |
| Category |
A06. Original Use of Music |
|
Entrant Company
|
McCANN WORLDGROUP Milan, ITALY
|
|
Contributing Company 2
|
McCANN WORLDGROUP Milan, ITALY
|
|
Contributing Company 3
|
POPSHOP AGENCY London, UNITED KINGDOM
|
|
Contributing Company 4
|
McCANN ERICKSON ROMANIA Bucharest, ROMANIA
|
|
Contributing Company
|
UNIVERSAL MUSIC GROUP London, UNITED KINGDOM
|
Credits
| Miguel Bemfica |
Mccann Worldgroup |
Chief Creative Officer |
| Alessandro Sabini |
Mccann Worldgroup |
Chief Creative Officer |
| Gaston Guetmonovitch |
Mccann Worldgroup |
Creative Director |
| Miguel Usandivaras |
Mccann Worldgroup |
Creative Director |
| Gaetano Del Pizzo |
Mccann Worldgroup |
Creative Director |
| Ioana Filip |
Mccann Worldgroup |
Creative Director |
| Marina Tercelan |
Mccann Worldgroup |
Head Of Design Studio |
| Curro Piqueras |
Mccann Worldgroup |
Copywriter |
| Cristina Caballero |
Mccann Worldgroup |
Art Director |
| Sanziana Fanica |
Mccann Worldgroup |
Account Manager |
| Guilherme Soares |
Mccann Worldgroup |
Planner |
| Manuel Hubault |
Universal Music Group/Brands |
Vp New Business |
| Bobby Simms |
Popshop |
Ceo |
| Claudia Navarro |
Coca-cola Company |
Imc Director |
| Francesco Cibo |
Coca-cola Company |
Content Director |
| Anibal Perez |
Coca-cola Company |
Content Director |
| Laura Legrenzi |
Coca-cola Company |
Content Manager |
| Matteo Froio |
Mccann Worldgroup |
Web Developer |
| Cristina Rizzo |
Mccann Worldgroup |
Web Developer |
| Andrei Kaigorodov |
Mccann Worldgroup |
Account Director |
The Campaign
Coca-Cola launched this service in 25 markets at the same time. First, by printing parts of 300 lyrics on the bottles and inviting users to see and use those lyrics in their conversations. By scaning the QR code, users had acces to that EMOTISONG and also entered a library where all the other emotisongs could be found. More and more Emotisongs were added thanks to the LIVE SERVICE, where bands recorded people's messages in real time and transformed simple phrases into Emotisongs that anyone could use. From that platform, users were able to share the Emotisongs on social networks. But then, this content also became a giant Jukebox where people could listen to Emotisongs as they asked for a Coca-Cola. And Even a music festival based on theis concept.
The campaign broke all records for Coca-Cola in the digital world in our region. It even surpassed the number of the already successful Share a Coke campaign. 850k songs were played, it got ONE BILLION impressions on the media, it generated 99% positive comments (and this is completely true!), 80% more visits to the site than in 2013 (the share a Coke year), 1.8 million visits in total, 40k UGC via Instagram, and more.
Coca-Cola created a new kind of content to share and communicate with others. It's the shortest part of every song that can help us say exactly what we want to say. We call them EMOTISONGS. Famous music videos were cut to their shortest expression (5 to 15 seconds), branded with Coca-Cola's logo and concept in the end, and uploaded to a platform for any user to have access to it and be able to use it in a digital conversation. But Coca-Cola also gave users the chance to create Emotisongs from scratch with a LIVE SERVICE. Users could ask bands from their countries to record a specific message for them, transforming a phrase directly into an Emotisong. All these messages created with the LIVE SERVICE and the famous ones, couald all be found at the platform's library.