Coke Zero 'bike' by Red Lounge

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.