Colour detection triggers photo-taking session with Coke on Clear Channel Play Singapore
‘Taste The Feeling’, Coca-Cola’s latest global creative campaign kicked off in Singapore with a sophisticated execution on Clear Channel Play digital screens. This highly interactive digital out of home campaign uses colour detection to trigger a fascinating photo-taking session with Coke. “Taste the feeling” aims to capture life’s everyday moment with Coke – the uplifting refreshment of drinking Coke and how having Coke makes any moment more memorable and special. The key target audience are the youths and young adults, between 15 to 24 years of age.
The in-built camera of two strategically chosen Play digital screens were programmed to detect colours. These cameras are turned on 24/7 and when the screen detects a face, a message appears “Want to make your moment special with Coca-Cola?”, followed by, “Show me something red to begin”.
Once the colour red is being recognised, commuters will then be cued to take a series of photos with fun overlays of a Coke bottle. Commuters are prompted to be imaginative and wild with their poses, for a memorable GIF. Within seconds, a preview of the GIF will be flashed on the screen, followed by a unique QR code where the GIF file as well as a Coke voucher can be downloaded. All approved GIF will be uploaded onto a microsite.
“At Coca-Cola, we are always on the lookout for new ways of marketing and the latest in innovation and technology to tell our brand story. We are very excited to be embarking on this new form of outdoor innovation with Clear Channel as engaging with our consumers at an on-ground level is definitely something we hope to do more of,” said Cindy Lim, Senior Content Manager, Integrated Marketing Communications (IMC) Malaysia/Singapore, Coca-Cola Far East Limited.
“Increasingly brands approach their communications through storytelling. Coca-Cola not only embraces innovation and technology, but sees out-of-home media as an important storytelling vehicle that reaches their audience at the right moment and through creative ideas and clever social media integration it is able to drive excitement, engagement and talkability. We are confident that the impact of Out-of-Home campaigns with Clear Channel will deliver the brand story, and ultimately build brand affinity and loyalty for Coke,” said Amanda Woo, Head of Marketing, Clear Channel Singapore.
Credits – Creative Agency: Geometry Global. Media Agency: MediaCom.