Among our responsibilities for the Coca-Cola ASEAN social hub is to translate a core idea across different markets in the region, ensuring that the output feels unique and relevant to wherever it is cascaded to. In this case the idea was to have a Coca-Cola karaoke vending machine that dispenses Coke cans and other surprises for those brave enough to sing their hearts out.
For Singapore, Christmas is one of their biggest holidays so we timed our activation during this busy and stressful time and invited people to rekindle their Christmas spirit singing well-loved Christmas songs. Our vending machine dispensed Coca-Cola, various gifts, musical instruments, and even a visit from Santa Claus, to the delight of our carolers.
For the Philippines, Valentine's Day is one of the most significant holidays for the Filipino youth, so we set up our karaoke vending machine on that day to get couples to serenade each other with songs from their favorite local artists. Similar to the Singapore execution, our vending machine gave away cans of Coke, gifts for the lovebirds, and a surprise appearance from a famous singer who serenaded the crowd with one of his hits.
