LONDON - Coca-Cola is promoting the launch of its Coke Zero brand in China through an integrated campaign created by its Red Lounge unit.
The campaign includes a TV ad featuring DJ Ah Bao, who goes on a quest to find new and inventive ways of making music.
On his journey, Bao manages to find a way of playing remixed music through his self-built bicycle.
The ad is supported by a digital campaign, which allows young people to express their creativity through the social networking site Baidu, as well as in-store displays, outdoor spots and wide-scale sampling.
Red Lounge is an independent unit set up by Coca-Cola China in partnership with its roster of agencies, which includes Leo Burnett, Starcom, WWWins and Heartland.