| Título | Share a Coke, Share a Drama |
| Agencia | McCann Shanghai |
| Campaña | Share a Coke |
| Anunciante | Coca-Cola Company |
| Marca | 46664/Coca-Cola |
| Fecha de primera difusión/publicación | 2016 |
| Sector Empresarial | Bebidas gaseosas |
| Filosofía | Coca-Cola China is gearing up to launch its 2015 “Share-A-Coke” Summer communication, slated to roll out across China this month. Co-developed by McCann, Isobar and Starcom, the campaign is designed to add an element of excitement and spark in the lead-up to one of the most anticipated seasons of the year, Summer, associating with summer blockbusters Jurassic World. Campaign communication consists of two TVCs, movie trailer type teasers and online videos, along with print, point-of-sale, retail and an online Youku partnership with China’s online social media platform. The Coke bottle labels will exhibit lines from some of the China’s most loved movie blockbusters, complementing the films and continuing the theme of surprise and drama. Coca-Cola China content and creative excellence director Richard Cotton Said : “Our third release in the highly acclaimed ‘Share-a-Coke’ franchise is going to be even bigger and better. Brace yourselves for this Summer’s mega blockbuster.” Cia Hatzi, regional business director, McCann Worldgroup for Coca-Cola, added: “Through movie drama the creative opportunity for this Summer’s ‘Share-A-Coke’ blockbuster has allowed the communications to become overtly playful. Coke Summer Print 1Coke Summer Print 2 “By ‘borrowing’ dramatic scenes from blockbuster type movies, we’re able to bring the consumer in to the point of tension in the film.The exhilaration of the drama heightens the crave, thirst for the refreshing taste of Coca-Cola.” Launching early June with a dynamic dinosaur chase for that irresistible taste of Coca-Cola, the campaign will run nationally until August 2015 with the objective to strengthen Coca-Cola¹s relationship with the youth in China by adding a bit of drama to their summer. In 2013, Coca-Cola’s Summer “Share-A-Coke” campaign published Nicknames on the labels and in 2014 the Coke labels became the canvas for sharing favourite Music lyrics. |
| Medio | Televisión y Cine |
| Duración | |
| Director creativo | Jeremy Guo |
| Director creativo | Hesky Lu |
| Productor de la agencia | Christine Chen |
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