To find novel and creative ways to communicate what Coca-Cola’s great taste means to consumers, the brand and its advertising agency have partnered with eYeka, the world’s leading creative crowdsourcing platform, asking creative individuals to submit videos as well as print ads to inspire consumers a craving for Coke. The two contests offer €5,000 and €25,000 respectively, and will run until January 2015.
Participants are asked to submit videos and animations (up to 30 seconds long) as well as print ads and posters that will inspire consumers a craving for Coke as it captures an enjoyable element of it and presents it in a creative and appealing manner that others will connect with. But the contest is not about just making advertisements: « Don’t make an ad for Coke – we’re interested in your creative point of view about the drink. If you had to explain to an alien that never tried it before what makes Coke so wonderful, what particular element of the Coke experience would you talk about and what artistic expression would you show him to get him to crave a sip, » the contest briefing explains.
Don’t make an ad for Coke – we’re interested in your creative point of view about the drink
By launching two contests on a global crowdsourcing platform like eYeka, Coca-Cola China and its agency are looking to define what Coca-Cola’s great taste means for consumers. Getting creative input from the crowd will allow them to discover and build on fresh ways to bring that message to life in order to build a strong and emotional connection with its consumers in China.
« Taste is an incredibly personal thing, which is why [Coca-Cola] is engaging with the wider creative community to come up with their own interpretations of what drinking an ice-cole Coke feels like, » Richard Cotton, Creative Excellence Director at Coke China, explained to Campaign Asia. « We have worked with eYeka on similar initiatives in other markets with great results [and] we are working on this initiative through our agency partners McCann. »
We are working on this initiative through our agency partners McCann (Richard Cotton, Creative Excellence Director, Coca-Cola China)
The « Coca-Cola China Video » contest offers €25,000 in prizes and will run from November 24th 2014 to January 18th 2015, while the shorter « Coca-Cola China Print » contest offers €5,000 and will run from December 1st 2014 to January 11th 2015 on eYeka. Results are expected to be announced in February and March 2015, and participation to the contests is open to all, upon free registration on the eYeka platform.