Coke CNY The Happiest New Year

27/05/2015

VML Malaysia

Advertising Agency

Kuala Lumpur, Malaysia

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27/05/2015

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Chinese New Year is centuries old and people kept to the tradition of wishing each other "Gong Xi Fa Cai", which has a shallow meaning of "Wishing you wealth". But money alone doesn't equal real happiness, especially for Malaysians, who had an unfortunate year before. As a true champion of happiness, Coca-Cola needed to spread real happiness for a fresh start to a new year. First, we dug deep into research and social listening for insights on what makes people happy. Then we translated our findings into meaningful greetings. Two weeks before Chinese New Year, we seeded our new greetings into pop culture and replaced all the "Gong Xi Fa Cais" with our new greetings. With major TV channels as our partners, our new greetings were made popular by celebrities, KOLs and the annual music video watched by millions.

About VML Malaysia

VML is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Intel, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, which name WPP as a “Leader” in Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 30,000 talented people across 60-plus markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.

VML is a WPP agency (NYSE: WPP).

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