Campaign details
Brand: Coca-ColaBrand owner: The Coca-Cola CompanyLead agency: McCann-Erickson Guangming Ltd ShanghaiCountry: ChinaIndustries: Carbonated soft drinksMedia channels: Mobile & apps, Packaging & design, Virtual & augmented reality, Websites & microsites, Word of mouth, influencersBudget: 5 - 10 million
Executive summary
China – a nation of more than 240 cities, each with a rich, diverse culture and backstory of its own – is home to many millions of young Chinese consumers.
In a nation of fragmented attention spans, Coca-Cola – a brand that stands for 'togetherness' – had to find...