Grab a Coke and perk up Narelle Kheng’s afternoon!
Debbie Wong | Sep 16, 2016
Singapore – Coca-Cola works with influencer Narelle Kheng (Sam Willows) to connect with Singaporean youths on a uplifting ‘Coke Uplifting Breaks’ campaign. Commuters can grab a Coke for Narelle to perk up her afternoon across Clear Channel digital panels!
With the age of digitalisation, out-of-home has evolved to enable brands to connect to its consumer in a seamless and integrated journey from offline to online. From street-level advertising to mobile devices, digital out-of-home (DOOH) is now part of a holistic digital marketing approach.
Coca-Cola’s latest campaign on Clear Channel’s Play digital panels adopts an uplifting and refreshing approach to recruiting youths for the brand. Fronted by the face of the beautiful and talented Narelle Kheng, the ‘Coke Uplifting Breaks’ campaign brings out the authentic and genuine voice of the brand through an influencer strategy.
The campaign demonstrates how the uplifting refreshment of Coke makes an afternoon slump truly energising and enjoyable anywhere and everywhere. Targeted at the youths who seek refreshment to stay alert and not miss out on the afternoon moment, Coke is their companion of choice.
Commuters will be prompted by a message, “Grab a Coke and perk up her afternoon!” followed by instructions to tap the Coke bottle to bring it closer to Narelle. A video is triggered showing Narelle waking up to the Coke moment, delighted and refreshed. Commuters are then invited to take a selfie with Narelle and send their personal emails.
“We tend to think of influencers in the digital space, as people who generate content and communicate with their social media followers online. Clear Channel has demonstrated the extension of this with its digital capabilities and brought the personality to the streets to connect Narelle with her audience – and drove the engagement back online.” – Amanda Woo, Head of Marketing, Clear Channel Singapore.
“We’re excited to be working with Clear Channel again, this time for a campaign targeted primarily at Singaporean youth. We’re exploring something new in terms of content i.e. giving Singaporean youths a chance to interact with Singapore’s very own rising music star, Narelle Kheng, digitally on an OOH screen. We are confident that this idea will create some buzz and excitement amongst the youth.” - Cindy Lim, Senior Content Manager, Coca-Cola Malaysia/Singapore
The campaign runs for 2 weeks from 15 – 28 September 2016 across 10 bus shelters located near Plaza Singapura, Orchard Boulevard, Selegie Road, Jurong Gateway, Holland, Serangoon Plaza, Downtown East, Clark Quay MRT, Harbour Front MRT and Kembangan MRT.