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Objective

To bring different approach for Coca-Cola to bring more impactful and thoughtful way in Thingyan.

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Challenge

With so many brands trying to save a spot in the Thingyan Festive Stadiums, how can Coca Cola be the top of mind brand amongst them.

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Insight

It’s not about how much you can be flashier than your competitor, it’s about how you can create an everlasting culture which no one can compete.

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Execution

Instead of spending fortune in the Festive hotspot, Coca-Cola hosted Summer Oasis Event in the park for the period of 4 days. Because 2018 was also the time for Fifa worldup, we integrated Thingyan water festival and football theme in the events. The main event include music concert, football games, and lucky draw events to celebrate annual water festivals and capturing millions of Myanmar people love of football.

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Outcome

Coca Cola became the top of mind brand when it comes to brand consistently organizing events during Thingyan and well known for its fun gigs in April.

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Result

• Top of mind brand for Thingyan events

• 80% of the millennial and Gen Z picked Coca-Cola for the drink of Thingyan

• Summer Oasis events continues in Thingyan holiday for 3 years

• “Coca-Cola decides on new, refreshing approach for Thingyan”- Myanmore