The Coca-Cola Company unveiled a new plastic bottle made partially from plants with Sokenbicha, the number one blended tea brand in Japan. In order to raise awareness of this revolutionary, environmentally friendly bottle, we put together an integrated campaign consisting of TV, OOH, Transit, print, Magazine tie-up, In-store POP, Launch Event, Website, Web Banner. For digital, we collaborated with the most popular social networking service 'mixi', and its online game application 'Sunshine Ranch' to create unconventional way to reach our target audience.

For digital campaign, we developed an Edutainment program. In this social game application, users can experience the scene where the Plantbottle grows from a potted plant. We collaborated with mixi, the biggest social networking site in Japan. mixi has an online game application called “Sunshine Ranch” which has 4.6 million registered users.. We utilized this application for the campaign. This was the first time ever for this game to collaborate with brand or product in Japan. We launched “Sokenbicha Bingo”. When users play bingo, they receive virtual seeds of the Sokenbicha Plant Bottle. By growing Plantbottles in their virtual farms, users were able to learn about the Plantbottle. You could also play this game from mobile. Because of this game’s unique function to invite friends and diffuse word of mouth, awareness for the Sokenbicha Plantbottle spread out into the Social Networking world as well.

Users were able to experience the Plantbottle that they have seen on TVCM through 2 applications Sokenbicha Bingo and Sunshine Ranch. Our client was successful in raising awareness and understanding of the product by implementing the campaign that aligns TVCM, OOH, and magazine with digital. This campaign was successful in creating an IMC effect.