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The Shortlist
CAMPAIGN
Share a Real Feeling
AGENCY
OgilvyOne Worldwide Thailand
CLIENT
Coca-Cola Thailand
BRAND
Coca-Cola
DETAILS
CAMPAIGN SUMMARY
“From a vulnerable market leader to achieving the biggest market share in over 20 years.” 2012 was the first time in over 20 years that Coca Cola Thailand took the top position from Pepsi. The leadership gap was incredibly small, however, a mere 1.2%. The challenge thus wasn’t just to defend, but strengthen the leadership gap. The main task was winning teens’ hearts, as teens were the category’s core users. Coke and its agencies utilized local teens’ cultural insight reapplied to the global ‘Share a Coke’ campaign to unlock a business opportunity and exceeding all objectives. The “Share a Real Feeling” campaign enabled teens to overcome barriers to express their real feelings to others via “Cans of Expression”. The campaign went far beyond the name-printing mechanic of Share a Coke by adding common words that expressed positive and complimentary feelings, letting Thai teens form ideas and statements they could express to each other. Enabling teens to overcome their barriers to expression feeling helped Coke over-achieved their objectives in two main important metrics: Increasing teen’s Brand Preference by 11.8%, and achieving 50% cola market share, which widened by almost 100% the gap with Pepsi compared to 2012 and 2013.

OTHER CREDIT AGENCIES
Ogilvy & Mather Advertising, Thailand

CREDITS OF PEOPLE
OgilvyOne Worldwide - Dr.Jens Niedzielski, Managing Director
OgilvyOne Worldwide - Thanawat Chongmahakul,Creative Director
OgilvyOne Worldwide - Chon Kongsuk Digital Technology Consultant
OgilvyOne Worldwide - Lisa Tham ,UX/UI Consultant
OgilvyOne Worldwide - Chomkare Hirunrusmee ,Sr. Copywriter
OgilvyOne Worldwide - Pratya Dhiampasuk, Art Director
OgilvyOne Worldwide - Kunchalee Sumleerat,Head of Consultant
OgilvyOne Worldwide - Patcharaorn Bhuntuvech,Jr.Digital Consultant
OgilvyOne Worldwide - Vikanda Pirom , Project Manager
OgilvyOne Worldwide - Natzalux Saengsamutpitak, Communications Directior
OgilvyOne Worldwide - Nutsarut Sukhumanunt,Communications Manager
OgilvyOne Worldwide - Christopher Actis, Vice President, Regional Managing Director
Neo@Ogilvy Asia Pacific - Scott McBride, Head of Digital
Ogilvy & Mather Group, Hong Kong - Karen Clarke Ng, Social and Affiliate Performance Manager
Neo@Ogilvy Ogilvy & Mather Advertising - Phawit Chitrakorn, Managing Director
Ogilvy & Mather Advertising - Nopadol Srikieatikajohn, Chief Creative Officer
Ogilvy & Mather Advertising - Vanich Jirasuwankij, Head of Strategic Planning Unit
Ogilvy & Mather Advertising - Karanee Areekul, Deputy ECD / Regional CD, SE Asia
Ogilvy & Mather Advertising - Kukiat Kusujarit, Associate Creative Director
Ogilvy & Mather Advertising - Verachai Ruangtin, Senior Copy Writer
Ogilvy & Mather Advertising - Prakit Pakdee, Senior Art Director
Ogilvy & Mather Advertising - Yuthapong Varanukrohchoke, Section Manager, TV and Radio Production
Ogilvy & Mather Advertising - Chonlada Morarat, Producer
Ogilvy & Mather Advertising - Bryn-Choke Simabatra, Business Director
Ogilvy & Mather Advertising - Tiwat Nichote, Strategic Planning Manager
Ogilvy & Mather Advertising - Jomkwan Srithong, Senior Digital Planner
Ogilvy & Mather Advertising - Piyawat Rattanakhachitwong, Strategic Planner
Ogilvy & Mather Advertising - Kulawit Khumwansa, Group Account Director
Ogilvy & Mather Advertising - Sudkhet Charuppat, Communications Director
Ogilvy & Mather Advertising - Siraphob Jitvanitchakul, Communications Manager
Ogilvy & Mather Advertising - Kanchaya Suwantaveesri, Communications Executive
Ogilvy & Mather Advertising - Wasin SiriAmornsook, Communications Executive
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