抓住族群概念2012年,可口可乐在澳洲推出了名为Share A Coke的宣传活动,印在可乐瓶、罐上的名字是澳洲最常见的150个名字。昵称瓶活动可以说是那次活动的延伸。但是当时我们的广告创意公司说,如果只是单纯移植活动,一来中国人名多,二是不接地气。每个国家都有自己的文化,西方世界比较重视个人、尊重个人,但是亚洲国家则很重视群体。之所以采用网络昵称,一是跟年轻人文化接近,二是根据我们的社交媒体聆听系统,发现人们其实很喜欢拥有自己的标 Grab the ethnic concept In 2012, Coca-Cola launched a promotional campaign called Share A Coke in Australia. The names printed on Coke bottles and cans are the most common 150 names in Australia. Nickname bottle activity can be said to be an extension of that activity. But at that time our advertising creative company said that if it was simply transplanting activities, there would be more Chinese names, and the second would be groundlessness. Each country has its own culture. The Western world places more emphasis on individuals and respect for individuals. However, Asian countries attach great importance to groups. The reason why the use of network nicknames is that it is close to the culture of young people, and secondly, based on our social media listening system, we find that people actually like to have their own standards.