Bangkok--Feb 22--Aziam Burson-Marsteller
Combination of Technology, Music and Great Prizes proves once again Coca-Cola’s leadership in innovation
Coca-Cola knows what summer is all about! Summer is about celebrating life. Summer is about fun and excitement. And, most of all, summer is about having a break and the freedom to do the things you want to do! This summer, the Coca-Cola System in Thailand is once again leading the Thai beverage industry by launching the Coke Music Hunt campaign, featuring musical packages and offering over 500,000 prizes worth over 62 million baht. Every SMS sent in will receive a prize.
“This year, Coca-Cola adds heat to the summer with the launch of the Coke Music Hunt promotion giving Thai teens a cool new way to explore the hi-tech world of music with an innovative musical technology that Coca-Cola is launching for the first time in Asia… cool new Musical Packages — cans and PET bottles — for lucky consumers,” said Pornwut Sarasin, Vice Chairman of Thai Pure Drinks Ltd.
“Every SMS sent with a unique code found under the crown of a glass bottle will also receive a prize from us. This is the biggest and most exciting campaign for the beverage industry this year and strengthens Coca-Cola’s position as a leading total beverage company in Thailand,” continued Pornwut.
According to Chuenhathai Vuntanadit, Marketing Manager for Coca-Cola (Thailand) Ltd., Coke has insights on Thai teens’ passion for new yet challenging things, so Coke has led the way in product and marketing innovations such as the popular Zorb extreme sport from New Zealand last year. “This year we will attract teens’ hearts again with a new summer promotion — the Coke Music Hunt campaign — offering consumers a brand new music experience with Asia’s first-ever hi-tech musical packages. When you open a Coke and hear Coke music, you’ll win one of many special prizes worth a total of over 62 million baht,” he said.
It could be a brand new Peugeot 307 convertible decked out with the ultimate sound system so you can share the latest and greatest music with all of your friends. It could also be tickets to New York, the dream music destination, to attend the biggest music event of the year with MTV. Maybe you’ll win a Creative MP3 player. The Coke Music Hunt lets you discover everything the world of music has to offer to consumers. All you have to do is make the right choice. If you chose the right package — the can or PET bottles — you can win.
Consumers can win one of 500,000 prizes from the Coke Music Hunt campaign in three different ways:
1. Instant Win - when a consumer opens a specially-marked Coke, Fanta or Sprite can, or a 1.25L or 2L PET bottle, and hears the Coke music.
2. SMS Win - when a consumer sends a unique code from under the crown of 10 and 15 oz returnable glass bottles via SMS to telephone number 489 0088 (3 baht/message service charge) or calls 1900 1900 08 (5 baht/call service charge) to maybe win a one-million baht savings account or other great prizes. The system will inform consumers immediately if they have won a prize and all SMS messages will receive a prize.
3. Lucky draw — consumers can send any proof of purchase including crowns from 10 and 15 oz returnable glass bottles; a ring tab from a can; or the label from a 1.25L or 2L PET bottle, along with their name and address, to P.O Box 43, Por Nor Jor Pasicharoen, Bangkok 10160, for a lucky draw that will be held on 15 June 2005. Winners will be announced in Thai Rath on 30 June 2005.
“The outstanding features of this campaign are the musical packages and unique Coke Music Hunt code under the crowns. Every consumer who sends an SMS with this code to 489 0088 will receive a prize, which we consider giving something back to consumers,” added Chuenhathai.
The Coke Music Hunt promotion will be supported by an integrated marketing campaign including a ‘Coke Music Hunt’ TV commercial, radio spots, newspaper ads, POS materials, truck backs, and road shows in leading hypermarkets and teen hangouts running from March 1 until May 31, 2005. The campaign is expected to reach 90% of consumers nationwide.
“We expect the Coke Music Hunt campaign to add color to the beverage industry and refresh Thai consumers in a brand new way, and to receive great feedback from consumers throughout the country, especially teens, this summer. We will continue to introduce other attractive promotions in addition to the Coke Music Hunt summer campaign and I’m sure that we will make an impact in the beverage industry similar to our past campaigns,” concluded Chuenhathai.
The Coca-Cola system in Thailand is the leading producer and marketer of beverages in the country, producing the world’s favorite soft drink, Coca-Cola; together with Fanta, Sprite, Schweppes and A&W Root Beer, as well as non-carbonated beverages such as vitamin-and-calcium-enriched Qoo fruit juice drink, Namthip bottled water, ready-to-drink Nescafe, Nestea, and ready-to-drink coffee with ginger Zu.
For further information, please contact:
Krobkeaw Panyarachun Satida Sritunyatorn or Waraporn Somboonwanna
Coca-Cola Aziam Burson-Marsteller
Tel. 0 2955-0777 ext. 476 Tel. 0 2252 9871
Email: [email protected] Email: [email protected] End.