Coca-Cola is ushering within the new 12 months with the launch of a brand new multi-touchpoint regional Yr of The Rabbit marketing campaign, celebrating the magic of togetherness and cross-generational connection that’s synonymous with the vacation season.
This comes as the corporate understood that lately, Lunar New Yr has gone via a metamorphosis of its personal, with youthful generations reimagining a few of these century-old traditions to suit their busy way of life and the hyper-digital world they dwell in. This shift has accentuated the generational hole between right now’s youth and their elders, with an absence of shared Lunar New Yr rituals. Due to this fact, Coca-Cola goals to be the frequent floor and present that whereas traditions outline households, it’s their evolution that magically brings them collectively.
Created by Ogilvy Shanghai, the regional marketing campaign incorporates a brief animated movie launched throughout eight markets in Asia, supported by an interactive AI-powered cell activation, in addition to restricted version packaging incorporating interactive AR components. The movie is centred across the message “Lunar New Yr could change, however the unchanging custom of celebrating it collectively is what makes it magical”, celebrating how the Lunar New Yr desk is sufficiently big to accommodate each technology’s preferences and needs.
The marketing campaign’s most important movie, “Grandma’s Jiaozi”, options the endearing story of a household of rabbits coming collectively regardless of their completely different approaches to conventional rituals and celebrations. This additionally symbolises the evolving journey of household reunion dinner over time, with quintessential Lunar New Yr dishes stuffed with symbolism and modern, urban-inspired flavours each discovering their manner onto the dinner desk.
Throughout the marketing campaign video, the rabbit household’s grandson reserves an important place on his trendy New Yr dinner desk for his grandmother’s conventional dumplings. The grandmother and grandson then have fun this gesture by elevating a toast with a Coca–Cola. It’s a symbolic frequent floor all the time bonding the 2, that has remained unchanged through the years.
All produced in Shanghai, the one-minute spot and a sequence of shorter variations shall be accessible in markets together with however not restricted to China, Japan, South Korea, Singapore, Malaysia and Cambodia, on-line and on TV. They may also be promoted through out-of-home promoting means, together with billboards throughout main cities in Asia.
In China, the marketing campaign is enriched with a digital expertise that turns each can of Coca-Cola right into a portal for households to reimagine current traditions and join in playful, interactive methods. One of many New Yr traditions is organising a household photoshoot. Nevertheless, it’s troublesome to gathering everybody in a single location when relations dwell aside. The magic capturer provides an interactive layer to conventional group photo-taking. By activating the digital camera, the mini-programme’s AI tracks faces, permits the digital rabbit household to work together and provides cues to the real-world individuals to make enjoyable household portraits in fascinating and novel methods. The portraits can then be shared to increase the magic of togetherness for many who can’t bodily be collectively over Lunar New Yr.
To amplify the magic even additional, Coca-Cola has added a singular twist to the standard gift-giving practices, with an AR animation built-in into the Yr of the Rabbit festive present pack. When scanning the QR code on the packaging, customers can see Coca-Cola’s rabbit household come to life in 3D and generate a customisable digital greetings card that they’ll share with family members.
“For the Yr of the Rabbit, we needed to recognise the generational variations and shift in celebration rituals, and encourage households throughout the area to rediscover that means in traditions. This 12 months’s Lunar New Yr marketing campaign continues to embody the Coca-Cola’s “Actual Magic” philosophy, celebrating the extraordinary moments of connection that occur after we come collectively regardless of our variations and create new shared rituals,” stated Charlotte Sng, inventive director for Coca-Cola in Better China and Mongolia.
“We’re extremely pleased with this Yr of the Rabbit marketing campaign with Coca-Cola, which as soon as once more pushed new inventive boundaries on the intersection of tradition, progressive know-how and storytelling. It’s an invite to return collectively via highly-engaging cell experiences, and admire the particular moments that make the Lunar New Yr so magical,” stated Wei Fei, group government inventive director at Ogilvy Shanghai.
MARKETING-INTERACTIVE has reached out to Coca-Cola for additional info.
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