An ice-cold Coke is the best thing to have with Thai street-food. But how could we say this in a way that truly celebrates the rich culinary street culture of Thailand? How could we embed ourselves in Thai street-food culture in a truly authentic way? Coca-Cola’s approach was to remix the recipe and leverage the perfect ingredients from both the music and culinary scene to cook up something that fused Coca-Cola brand into the Thai pop-culture Zeitgeist.

Coca-Cola launched a street-food inspired music video that intersects hip-hop, street-food, fashion and an inordinate amount of spoons.

This epic music video tells the story of two OG Thai legends meeting for the first time and having an Epic Night Out. Composed by rapper F. Hero, the song celebrates famous Thai street-food. The lyrics read like a menu, peppered with all the famous Thai delicacies. It even features some of the most famous street-food haunts in Bangkok

To add to this deliciousness, the music video is interactive. Partnering with Grab and Uber, when you click on the dishes, you can order them straight to your home. The hidden easter eggs gave access to special Coke events at partner restaurants. The song featured an original dance move that makes everyone ‘Wok it, Cook it, Drink it!’

167 seconds of Coca-Cola advertising that doesn’t look or feel like advertising.

In today’s world, food isn't just functional fuel but a passionate pursuit to taste the best trends and hidden gems, especially for Gen Z. Coca-Cola wanted to refresh the way street-food in Bangkok was seen – and to ensure all enjoyment was accompanied with an ice-cold Coke.

To target Thai Gen Zs where they were, we identified music ranked first for Thai youths, with 68% of the population enjoying music in some form, followed by food and drinks. We saw that music was primarily entertainment, but had interestingly become a way to prompt youths to discover more information online.

Leveraging on this native behaviour, Coca-Cola could pique Gen Z’s interest in Thailand’s street-food culture further, by seamlessly bridging it with the world of pop culture. Music would be the strongest way to grab the attention of our audience and encourage them to discover more about local street-food and Coca-Cola.

The music video launched on F.Hero, Chef Pom and Coca-Cola's YouTube and Spotify channels, plus Coca-Cola's main website, ONEXP. It spread across the internet thanks to the dedicated fans of Thailand supporting their favourite icons, like F.Hero and Chef Pom.

Excited for more, fans could experience the interactive video on Coca-Cola’s website. The clickable Easter eggs discovered within gave them exclusive offers and deals – across multiple engagement points on platform. Momentum was driven by event activations and the dance became a trend on TikTok.

To maximise reach and awareness, cutdowns were optimised to drive quality traffic to our site. We leveraged platforms based on Gen Z preferences to achieve scale: TikTok, Meta, Instagram, YouTube, and music streaming platforms JOOX and Spotify.

Within a month of the launch, “Epic Night Out” got +10k plays on Spotify, +20 million views across platforms, 30 million reach and traffic to Coca-Cola's website spiked significantly with the number of average visitors per day increasing by +263%.

Across paid digital platforms, “Epic night Out” registered +500M impressions and close to 1 million clicks directing people to the Coca-Cola website, which offered several digital transaction opportunities such as food app promotions, restaurant suggestions and deals, etc.

While the number of people who ordered Thai street-food and Coke bundles on Grab quadrupled during the campaign period.

On ground, there was an unprecedented 35% increase in footfall within the Bantadthong area, the place Coca-Cola identified as the campaign’s epicentre and featured as the place for an epic night out in Bangkok.

In addition, the popularity of F.Hero and Chef Pom rose by 13% and 8% after the launch.