Share a Coke, Share a Song - Coca Cola
How do you follow one of the most iconic and succesful campaigns of all time?! That was the challenge we faced when asked to come up with a sequel to Ogilvy's massive 'Share a Coke' campaign.
The answer lay in the incredible power of music to act as a universal connector for people across cultures and generations.
Marketing director at Coca-Cola South Pacific, Lucie Austin, summed it up at the time. “People often associate songs with emotions, people, and places they’ve experienced in the past,” she said. “We’ve all heard the first few bars of a song and been instantly taken back to a special moment that was shared and enjoyed with others...”
This won a shiny award :)
Silver Cannes Lion in the Best Integrated Content Campaign category at the 2013 Cannes Lions for "Share a Coke and a Song"
Launching Spotify
The campaign, created in conjunction with Universal Music and Spotify - which had just launched in Australia, aimed to to help Australians relive special moments in their lives and reconnect with friends and family by encouraging them to share songs unlocked by QR codes or URLs printed on products.
How it worked
The “Share a Coke and a Song” campaign saw cans and bottles re-labelled with dates nominated by consumers, from 1938 to the present.
By scanning a QR code or visiting a URL on the Coke packaging, customers could stream fifty of the most popular songs from each year, selected from Universal Music’s artists back catalogue.