We created a first in Taiwan and Greater China – we built a giant karaoke the size of a two-story building and placed in the Harajuku of Taipei, Ximending.

A-mei, the diva of Mandarin pop music and the pride of Taiwan, was invited to develop the theme song for Coca-Cola which allowed us to combine the key ingredients of karaoke and Coca-Cola. Our karaoke machine not only allows consumers to sing, it lets them sing with A-mei and be in the commercial with her! To top up the happiness even further, the karaoke machine dispenses bottles of Coke. The louder the singing, the more bottles of Coke it dispenses!

A 'Coke Karaoke Happiness' Facebook App allowed consumers to participate by embedding their voice and photo into the Coke TVC alongside A-mei. The customized commercial is then sent to the karaoke machine to be broadcasted in public – instant celebrity!

Happiness Karaoke attracted a total of 34,000 people during 4 weekends and the usually shy Taiwanese people enthusiastically stepped up to sing in front of the crowd. And when the activity neared its official end, they encored for it to be extended. And of course we did!

On Google and Yahoo, the search for 'Coke' and 'Open Happiness' increased 20-30% above average in July.

In addition, our 'Open Happiness' campaign performed well on brand tracking factors. The ad awareness raised 11% in July and TOM pumped up with 35% growth.