Here in Italy Coca-Cola Light has launched a karaoke website which invites women to sing a Duffy song in front of a webcam in order to share it with the world.
Even if my very first reaction was pretty negative, I think the project is based on a good idea which simply doesn’t fit Coke. What I mean is that while I was watching the videos my mind went to more epical tracks like for example We Are The World or Bohemian Rapsody. So the website makes you want to sing (or at least try to) in front of a webcam and has a good viral potential, but Duffy’s song doesn’t fit. Imagine the same karaoke idea applied to the promotion of a new album by Madonna, Robbie Williams or, even better, to drive some energy back to a record label. The agency is Scholz & Volkmer.
… Coca Cola Light W&V reports today the results of the German award Konvergenz 2003. The agencies behind the Coca Cola Light campaign are Publicis, Argonauten 360 and Magic Response. The award has been assigned for the innovative and courageous use of the Web. The silver medal went to Sony Computer Entertainment for the campaign “Playstation – this is 2003″ by Akzio and TBWA, while the bronze has been assigned to AUDI with “The OTHER side OF the Road” developed by Philipp & Keuntje and Saatchi & Saatchi.
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