In Southeast Asia market, Coca-Cola has done an extension of #ShareACoke campaign by printing emoticons in coke bottles and cans to express feelings by sharing a coke with someone and they called this campaign #ShareAFeeling.
In 2014, “Share a Coke” campaign drive a lot of success. This year was a challenge to maintain the strong momentum for the brand and do something which connects with teenagers, where the competition is intense.
Emoticons played significant role for tech savvy peoples’ daily communication. Emoticons are pictorial representation of facial expression in the absence of body language. This serves to draw receiver attention and express by which people connect with it. We use and share emoticons daily on our phones and chat platforms like WhatsApp, Facebook and Snapchat.
Coca-Cola came up with the emoticons and introduce 41 emoticons on their Coke Bottles and Cans.
Many agencies were involved in this campaign:
- Droga5 Sydney developed this concept
- Isobar Singapore designed the emoticons and packaging labels, creating the TVC, OOH, Social Media and digital engagement ideas.
- Agencies OgilvyOne and MediaCom have helped to deploy this in Vietnam.
- Phibious Vietnam localised the campaign to suit it to the Vietnamese market.
Coke ran this campaign in July 2015 in Vietnam. Coke has plans to roll out this campaign in Thailand by end of this year and in Philippines next Summer 2016.
Watch the “Share A Feeling” TVC: