Great to work on this. The final result lackluster (see window cleaner and traffic coordinator). But for a Bluetooth speaker that was kinda average compared to others at the same price, these were strong, talkable posters. Did ads on sound quality. Did ads on portability. Did ads on bringing people together. In the end, they went with ‘where no music has gone before’.
But I loved the orangutans. The idea was to give real orangutans in a Zoo (or preferably in the wild) the Bluetooth speakers. Then play different musical genres to them to see how they reacted. Metal, Piano, Trance, Disco, Opera. We would have filmed it all to make some brilliant content. Alas, it wasn’t to be.
The brief from the client
Proposition: This Summer, come together over a Coke. Summer is the most important time of year for Coke – it’s the hottest period and their sales peak. We were asked to develop a poster campaign that would run at beaches across the country to prompt awareness.
The challenges and key objectives
The people of Vietnam will drink anything at the beach – whatever they are offered by the beach vendors. They tend not to make a conscious choice. So we were tasked with keeping Coke front of mind from the moment they arrived at the beach up to point of purchase.
Description of how you arrived at the final design
The ‘dynamic ribbon’ plus Coke red and white colours are iconic. What had never been done before was to use the space either side of the ribbon as the hips of two women, one taller than the other. Once bikini bottoms were added, the two bodies could be seen. As an extra touch, the negative space in the loop of the righthand bikini became the outline of a Coke bottle – subtle but an extra reward for those who see it.
Indication of how successful the outcome was in the market
The campaign has only recently hit the beaches. So actually figures in terms of uplift in sales cannot be confirmed at this moment. However, we have been tracking shares online and the on-going comments in social media from those who instantly ‘get it’ and those who take a little longer to click – and when they do, anecdotally they love it – a real WOW Moment.
And after featuring on Ads on the World, the buzz worldwide has been electric – 99% positive comments.
Won at Adstars in Korea. 4,432 Likes on Facebook from all over the world plus 765 Shares.
The follow-up Tet Together poster for Vietnamese New Year – with Coke’s iconic Tet swallows and Coke bottles in the fabric. Ao Dai is the formal dress for Vietnamese women. Red for younger females, gold for older ladies:
o highlight the 5 sensations of drinking a Coke – Tangy, Smooth, Spicy, Snappy, Warm – we encouraged people to think about how it tastes rather than it just being a refreshing drink. A poster campaign with the headline ‘Discover the real taste’ accompanied the TV ad.
A second version of the TV focussed on the effect it has on the five senses. Click here to watch.
Simply by covering up one letter with a Coke bottle, a negative Vietnamese phrase becomes a positive statement. In English, it would be like removing the ‘h’ from ‘threat’. To encourage Vietnamese to think positive for the TET (New Year), these posters ran in Ho Chi Minh City and Hanoi.