Campaign details

Brand: The Coca-Cola Company/Coke
Lead agency: Moblaze
Region: APAC

Objectives

When it comes to soft drinks, consumers are turning to other, non-carbonated beverages such as teas or juice-based drinks. Cambodia is no exception to this trend and Coke was at risk of losing out.

Being an impulse purchase category we know there is a strong correlation between TOM Awareness and Consumption.

Coke's primary objective was to drive TOM Awareness and trigger 'Coke thirst', which in turn would lead to consumption. The core target was youth, and young adults. We were looking for a platform that would allow us to deliver on the above objective by precisely targeting the right audience at the right time in a fun & engaging way.

Target audience

Part of a global rollout, this campaign targeted youth, and young adults in Phnom Penh, Cambodia.

Unwilling to accept limitations of an emerging market, Coca Cola was keen to test the mobile waters in Cambodia.

Creative strategy