Coca-Cola: Youth recruitment campaign 'Coke PLAY'

This case study describes a campaign by Coca-Cola, the soft drinks company, which targeted Korean people aged 12-29 with a game on mobile and social media.

Coca-Cola: Youth recruitment campaign 'Coke PLAY'

Campaign details

Advertiser: The Coca-Cola Company KoreaAgency: The SlateCategory: PromotionRegion: APAC

Strategy

The objective for the Coke brand was to attract teens and youth, leveraging the concept "Uplifting Refreshment."

There was an opportunity to recruit youth through the Energizing Refreshment message. A Coke RFR study indicated that there were 2.7m youth who consumed sparkling drinks on a weekly basis but were rejecting the Coca-Cola brand. The "brand neglectors" were most frequently drinking Chilsung cider. Core intrinsic values such as "Refreshing/Energizing and Uplifting" were stronger in Chilsung than...

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