Ogilvy
Coca-Cola - Recipe for Magic x Win Metawin - WPP OpenX led by Ogilvy Singapore
WPP OpenX and Ogilvy Singapore were recognised for their exceptional impact in Southeast Asia's competitive F&B landscape.
Focused on repositioning Coca-Cola as the beverage of choice for Gen Zs during meals, the campaign leveraged the influential appeal of celebrity influencer Win Metawin to resonate across diverse markets and cultures.
The campaign's success stemmed from its authentic engagement strategies, agile response to cultural trends, and inclusive approach that placed fans at the forefront.
Launching to widespread acclaim, it trended in over 25 markets, achieving over 7 billion potential views and sparking nearly a million social media interactions.
Win Metawin's organic posts garnered significant engagement, reflecting an average engagement rate of 26%. Most importantly, the campaign achieved substantial lifts in brand association, favourability, and purchase intent, cementing its effectiveness in driving consumer engagement and loyalty for Coca-Cola.
Judges Comments
“Results speak for themselves in this excellent, global campaign, leveraging ambassadors was a smart move!”
