Coca-Cola: The World's Largest Karaoke Machine

This case study describes a campaign from Coke, the beverage brand, which targeted the youth market in Taiwan.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands