Coca-Cola has launched its annual Chinese New Year (CNY) campaign, featuring evolved and refreshed versions of their clay dolls, which have become a main feature for the annual celebration and the brand.
The campaign, which was created by McCann Shanghai, shows the clay dolls in scenarios that bring families together for moments of happiness and the use of virtual red packets, which Coca-Cola launched on the Alipay platform last year, where consumers click to win real money, with amounts ranging from 0.1 to 99 RMB.
According to the agency, since its release two weeks ago, more than 6,600,000 red packets have been given away and the number is expected to rise leading up to CNY.
“We’ve found our Chinese audience to be strongly empathetic towards these characters and their cultural significance for Chinese New Year, having been associated with Coca-Cola for nearly 17 years”, said Richard Cotton, head of creative excellence and content at Coca-Cola China.
“They are Chinese New Year’s mischievous secret helpers and their characters reflect the spirit of the celebration, which is joyful and exuberant. As part of the campaign Coca-Cola and Alipay leverage the latest SLAM AR technology to animate the clay dolls into real scenes so that viewers can feel the magic of the moment. They come to life to greet users with tailormade Chinese New Year messages.”