Coca-Cola KWAVE

THE Approach

zero in on fandom culture, specifically in kpop – a culture built on infinite devotion, by partnering with entertainment powerhouse jyp and their top-performing idols (Stray Kids, ITZY, NMIXX). turn the table of devotion by having kpop fans all around the world see themselves in the world of kpop, by letting them become co-creators along every avenue of activation: a new song, k-pop music video, microsite experience, dance challenges, and offline events including a live concert held in seoul.

The Brief

Coca-Cola Global launched K-Wave, the latest flavor in its Creations platform, to celebrate the unstoppable rise of K-Culture. For the first time, Virtue (global), Ogilvy (Korea), and GENE (creative) were asked to collaborate together to bring this campaign to life by honoring the passion of K-Pop fandom while introducing a new product to the coke zero line to millions of consumers worldwide.

CLIENT Coca-Cola

BRAND TEAM Knoll Lee

AGENCY Virtue Worldwide (Global), Ogilvy (Local), GENE (Creative)

GROUP CREATIVE DIRECTION Martin Magner

CREATIVE DIRECTION Hankyul Oh

ART DIRECTION Seoyun Lee

DIRECTOR Jan’ Qui (KUW)

PHOTOGRAPHER Kim Sun Hye (CHUTZPAH)

EXEC PRODUCER Seunghwan Lee (KUW)

THE RESULT

the campaign lead to 6.9 billion earned media impressions. a new song was written by jyp for the campaign. we worked very closely with our music video director to craft the branded story that would bring fans over to the microsite experience, cross-channels. fans could then insert their selfies, names, and voices into the official MV — creating the first-ever personalized K-Pop music video. the Music Video & Anthem Film “like magic” garnered 10m views on youtube, and over 118K customized music videos were created via our microsite experience. Key Visuals & product Packaging Inspired by photocards and K-Pop album covers were designed for fans to share as collectibles. various social content like Dance Challenges invited fans to participate offline, as well as a live Concert in seoul that brought over 73k live stream views.