Coca-Cola needed to connect better with an increasingly fragmented audience in Hong Kong. The ambition of the campaign was to make a break with one-way advertising, reinventing Coke's 'Under the crown' instant-win promotion for the digital age. An app enabled consumers to capture Coca-Cola bottle crowns virtually from their TV sets by swinging ('chok'-ing in local vernacular) their smartphones in front of their screens. The game has been played over 5 million times, generating daily traffic of up to 400,000. Coke also became one of the most talked about brands online: within five days of launch, the number of posts increased by 218 per cent year-on-year.

Unilever wanted to drive trial through free samples while generating earned media through downloads and sharing. The challenge was to persuade male teens to engage with the content and understand Axe's role in helping them get the hottest girls. The Axe Angel Expo gave them face time with their idols and in so doing, increased Axe's market share by 23 per cent.

The challenge was to make Maybelline blemish balm (BB) cream stand out in online conversations. The idea was to create an online experience that would make every girl feel her most beautiful. To achieve this, girls were given the chance to become Maybelline's ambassador and star in a commercial with actor Gerald Anderson. In the first month, 10,000 people created their own commercials with the brand, and 71 per cent of them shared the videos with their friends.