CASE STUDY: Coke spreads Christmas cheer in Seoul

Background
 
Coca-Cola has been associated with Christmas since the beginning of the 20th century. Coca-Cola’s red and white colours, as well as Santa Claus, are just some of the iconic images that have been part of Coca Cola's commercials and advertisements for decades all over the world. Coca-Cola also stands by its ‘Open happiness’ byline.
 
In Korea, where close to a third of the population is Christian, Christmas is an anticipated annual event.  Over the years, Seoul’s inhabitants have taken to gathering in the town hall area to celebrate Christmas.
 
Objective

Coca-Cola came to UM wanting to do an outdoor Christmas campaign. UM thoroughly researched how to engage their Korean audience. What would capture their imagination during the Christmas season? Where would Koreans choose to spend time with their loved ones and friends? What would impress them and help them connect with the Coke brand?
 
UM discovered that Gang-Nam Street was actually the favoured place for Seoul’s people to gather during Christmas (with daily crowds averaging 400,000 people). This bet was bold, but Coca-Cola rallied around the up and coming trendy area, especially since Coca-Cola would face intense brand competition around city hall. Gang-Nam, on the other hand, represented an opportunity for Coca-Cola to completely own one of Seoul’s high traffic areas.  And as the only brand in Gang-Nam, Coca-Cola could own the association between its brand and Christmas icons such as Santa Claus and Christmas Trees.
 
The next challenge was convincing Gang-Nam’s administration to allow the use of Gang-Nam Street.  And they did, realising the Coca-Cola campaign was an opportunity to engage Seoul people, and in addition, help minimize the government’s decoration costs (since Coca-Cola would be paying for the decorations)
 
Execution

It was decided to completely transform the area’s 22 media poles, which are managed by Cheil, in a way that would make them alive and interesting to Koreans as well as Coca-Cola.

For the first time, Gang-Nam was home to several gigantic Christmas sculptures wrapped around its poles. Forty-four sculptures helped transform the area into a totally Coca-Cola branded space, with Christmas-themed Coca-Cola bottles as well as iconic Christmas and Coca-Cola images such as Santa Claus and Christmas trees.  
 
UM oversaw every step of this process, from production to implementation and maintenance. Seoul’s Gang-Nam Street was completely redecorated in Coca-Cola colours and the quintessential elements of holiday cheer.
 
The digital poles were also programmed to interact with Gang-Nam’s immense crowds.  At strategically placed kiosks, friends were able take pictures with friends and family using Coca-Cola branded photo frames.  More than 9,000 photos were taken and e-mailed during the month-long campaign.
 
Results

This media first – an astoundingly successful transformation of the holiday season in Seoul – was a welcome breath of Christmas spirit in the middle of Seoul’s long and cold winter.
 
An independent survey by Hankook Research, considered Korea’s top research company, revealed the following based on interviews with nearly 200 Gang-Nam pedestrians
 
58 per cent of respondents said they have seen the Coke sculpture (media pole decoration).
83.5 per cent of respondents said it is outstanding/ recognisable.
72.5 per cent of respondents said it is unique.
59.5 per cent of respondents liked it.
84 per cent of respondents associated Coke correctly from the sculpture.
72.5 per cent of respondents said Coke is their favourite cola brand.
44.5 per cent of respondents said that the campaign caused them to like Coke more.
27.5 per cent of respondents showed Coke consumption intention.
 
The campaign received massive PR coverage throughout Korea. It was broadcast on the primary Korea news program KBS News 9 and on a record number of news sites such as Chosun, Naver and blogs, as well as marketing trade magazines across APAC