Coke was at risk in Cambodia of losing market share to other CSD and juice brands in a saturated marketplace. The brand wanted to drive "Top of Mind" awareness and recruit youth in a fun and exciting way. Research showed that there was a slump in productivity during certain times of the day, especially in the afternoons. Coke wanted to leverage these "Slump Moments" and remind people to take a break and have a Coke. The brand also wanted to communicate its functional benefit of mood upliftment. Using time and geo-targeting technology a rich media ad unit popped up on people's phones at slump times that simulated a call from a youth icon encouraging them to take a break and get refreshed with a Coke.