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Coca-Cola targets Singaporean students with video game bus shelter

Coca-Cola has embarked on a push to lure over-worked students away from the library by erecting branded video games near two of Singapore’s biggest universities.

The beverage brand set up two arcade-style games  – dubbed ‘Fizz up with a coke break’ – at bus shelters by NTU and NUS.

Passers-by are challenged to score as many ‘Fizz Points’ as possible to beat the highest score simply by tapping on all the Coke bottles on the interactive screen while avoiding falling objects.

The players are then able to win a bottle of Coke Stevia once they have finished watching a subsequent television commercial.

“We saw success from our past similar campaigns learnt that nostalgia works,” said Clear Channel’s head of client partnerships and business development Amanda Woo. “And we highly recommended this approach when the nostalgic theme fits with the brand’s execution plans.

‘Nostalgia works’ – Coke’s latest outdoor campaign in Singapore

“Coca-Cola has taken this one level-up by digitising the game and creating a whole new experience for its fans. The reward of a Coke Stevia will be a real draw for commuters.”

 

The outdoor activation forms part of a winder regional campaign by Coca-Cola, named #Cokebreaks5, targeting 18-to-24 year olds. The brand recently released this short commercial in Vietnam:

The regional efforts follow the launch of a major new global campaign by the beverage brand, which has utilised the concept of Coca-Cola as the antidote for tired and sluggish youths.

Spearheaded by Coca-Cola’s marketing team in Singapore, the campaign aimed to get the world’s Generation Z dancing to a Coke-infused ‘jig’

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