Case Studies

Servicing Brand: MSL China

Service Period: December 2009-March 2010

The Challenge

Chinese New Year is a peak period for celebrations both for families and friends. Coca-Cola in China celebrated Chinese New Year 2010 with a digital campaign that partnered with Taiwanese pop-band, Fahrenheit. The campaign encouraged fans to upload their own 'First Coke of the Year' New Year greeting video. The agency's challenge was to encourage interest and participation across China not only during a key sales period for the company, but also at a time when many food and beverage brands compete for consumer's attention.

The Solution

The online campaign was launched on the icoke.cn website and QQ.com. MSL planned and executed 3 rounds of phased publicity to promote the campaign:

• Developed media angles using the 'behind-the-scenes' content of Fahrenheit's Chinese New Year MV for Coca Cola to engage media and encourage consumers to upload their own videos.
• Arranged for 20 websites that target Coca-Cola's target audience and influential bloggers to attend Fahrenheit's Hangzhou Chinese New Year party. This built anticipation online ahead of the upcoming MV release.
• Released the final version of Fahrenheit's Chinese New Year MV - the first taste of happiness to an already primed and engaged print and online media.

Results

• Total Ad value of coverage generated was over 5 million EUR
• Coverage included 120+ print, 300+ web clippings and 1,526+ mins of TV reports across China
• 100+ media outreach
• 2,436,252+ relative e-PR page view and 10,244+ replies in BBS/blog/video sharing websites
• Successfully launched Fahrenheit's Chinese New Year MV with participation by more than 200,000 consumers