CLIENT
Coca Cola (China) Beverages
1. Charlotte Sng - Creative Director
2. Jing Du - Brand Director
3. Steve Llewellyn - Design & Production Excellence Lead
4. Bassam Qureshi - Integrated Marketing Experiences Lead
5. Fran Yang - Marketing Technologies Lead
AGENCY
1. Ole Luk - Vice President
2. Arvind Srivastava - Chief Strategy Officer, Asia
3. Wei Fei - Group Executive Creative Director
4. Queenie Shou - Senior Account Director
5. Jimmy Wang - Creative Director
SUMMARY
HOW DOES A BRAND KEEP ITSELF TOP-OF-MIND TO DRIVE REPEAT CONSUMPTION EVERY DAY OF THE YEAR’S BIGGEST SEASONAL FESTIVAL?
For Coke in China’s sales-critical 2022 LNY, the answer was to move beyond one-off ad exposure, and instead create a gamified ritual to make it easier for multiple generations to keep engaging throughout seasonal reunions.
The ‘Coke LNY Family Games’ helped keep Coke on families’ minds, and tables - increasing repeat engagement from 6% to 45%, P7D consumption frequency by 3.8%, for a 1.6% uplift in seasonal sales.
