Coca-Cola: The World's Largest Karaoke Machine
Linda Chi, Joanne Chu and Milka Wang
Campaign details
Brand owner: The Coca-Cola CompanyAgency: Starcom MediaVest GroupBrand: CokeCountry: TaiwanChannels used: Events and experiential, Other and ambient media, Outdoor, out-of-home, Social mediaMedia budget: Up to 500k
Executive summary
Localizing the 'Open Happiness' concept for Coke and making it relevant for the youth is always a challenge.
Taiwanese youth's key criterion for brand relevance is personal experience. This attitude extends to their culture – pop music. In Taiwan, this pop immersion is via active participation...