Coca-Cola: The World's Largest Karaoke Machine

Linda Chi, Joanne Chu and Milka Wang

Campaign details

Brand owner: The Coca-Cola Company
Agency: Starcom MediaVest Group
Brand: Coke
Country: Taiwan
Channels used: Events and experiential, Other and ambient media, Outdoor, out-of-home, Social media
Media 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 – karaoke.

The agency created Taiwan's first ever giant outdoor karaoke! Their idea – Coke Happiness Karaoke – was to combine the key ingredients of pop, karaoke and Coca-Cola, and amplify the happiness by sharing it with a large audience simultaneously. The karaoke that allowed the audience to sing the Coke theme song with a pop diva also dispensed Coke and broadcast customized commercials from participants via the Facebook app. It allowed people to experience the simple but unique happiness in a specific Taiwanese way.