Клиент
The Coca-Cola Company
Рабочая группа
Agency:
Executive Director: Yekaterina Belyashina
Client Service Director: Mariya Kalashnikova
Account Manager: Aidana Zhylkaidarova
Creative Director: Azatkhan Uxikbayev
Creative Group Head: Yerassyl Bigazinov
Art Director: Darya Zhuravleva
Copywriter: Askhat Orazayev
Senior Designer: Eduard Bushuev
Senior Designer: Zhanel Smagulova
Designer: Ulpan Zharylkassyn
Designer: Asylgul Sembayeva
Client:
Media Manager: Madina Akbiyeva
Senior Marketing Manager in CCAR region: Ayazbek Sovetbekov
Senior Marketing Manager in CCAR region: Kymbat Duisembayeva
Задача
Problem:
Coca-Cola has been an essential part of New Year celebrations for over 100 years, but today brand losing the connection with Gen Z.
Insight:
In all times Coca-Cola was associated with an iconic christmas songs like “Jingle Bells”, “Holidays are coming” that youngsters still remember from brand’s TV ads they have seen in childhood.
Solution:
In collaboration with top local artists we created modern covers of selected iconic New Year songs on the languages of Central Asia countries and revealed it in TV styled music show in interactive Instagram format where artists performed the covers in video reels as Secret Santas hiding their faces under the festive masks and Coca-Cola IG account subscribers had to guess them.
In the culmination brand revealed the artist faces on the live-concert on the stage right inside the iconic Caravan trucks moving on the city streets on the eve of New Year Celebration.
Results:
The project reached more than 40K reactions and 18K mentions in social media and 2 millions of total impressions in digital.