| Title | THE EMOTISONGS |
| Brand | COCA-COLA |
| Product/Service | COCA-COLA |
| Category |
B04. Use of Digital Content |
|
Entrant Company
|
McCANN WORLDGROUP Milan, ITALY
|
|
Advertising Agency
|
McCANN WORLDGROUP Milan, ITALY
|
|
Advertising Agency 2
|
POPSHOP AGENCY London, UNITED KINGDOM
|
|
Advertising Agency 3
|
McCANN ERICKSON ROMANIA Bucharest, ROMANIA
|
|
Production 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 |
Brief Explanation
Teens don't always find it easy to express their deepest feelings. But music could do that for them. So instead of using Emoticons, we put the most powerful way to connect in their hands. We printed lyrics on every Coca-Cola bottle, transforming the bottle already in a media to express. By scanning the QR code they accessed to a 5-second videoclip of that song that let them express exactly that on their social conversations, we called that an EMOTISONG. This way the bottle also became a new music media that teens wanted to get to communicate in a cool way.
Results and Effectiveness
The campaign raised the bar from previous year campaign (The famous "Share a Coke") The engagement got really high and generated an increased access to Coca-Cola platforms. 80% of the visits to the website came from mobile, indicating that the bottle had a very important role on the campaign. The scanning of QR codes also increased on a 33%. But the most impressive number is the ONE BILLION impressions on media, generated by the fun and originality of the campaign.
Creative Execution
Launching in 25 markets at the same time, 300 song lyrics were printed on Coca-Cola labels in every market. These labels promoted and gave access via QR codes to that exact part of the song (to that exact Emotisong). An Edutorial video also explained and promoted the use of the Emotisongs. Famous artists also worked as ambassadors to promote the campaign and invited people to Say it With a Song. A music Festival was created under this concept, and we even use the scanning of the QR codes to promote the LIVE SERVICE: Bands from different markets received messages from users and transformed them into Emotisongs so they could use them on their conversations.
Insights, Strategy and the Idea
To capture teens' attention, this activation needed to be relevant for them without interrupting their daily routines. That's why we created this new content that could be used in social media just by scanning the bottle. Both the bottle and the content became a media themselves that allowed us to connect with teens and engage them at the same time.