Coca Cola Soundfest
To create engagement with Vietnamese youth in 2012, Coca Cola decided to launch the biggest music festival in Vietnam.
Coca Cola strives to remain relevant and connected to the Vietnamese youth. Music proved to be the key and Phibious in collaboration with Alive organized and brought to life a massive music event in Ho Chi Minh City entertaining more than 50,000 participants.
It was found out that the way youth consumed music changed everyday from being passive listeners to music at home, to going to coffee shops for inspiration, tea house and performances as well. Phibious then pitched to Coca Cola a campaign to connect with the youth through a music festival.
Phibious & Alive delivered on the event marketing and technical production of “Coke Soundfest”- the 1st ever music festival in Vietnam featuring a full-day of music performances led by K-Pop sensation ‘Big Bang’, Taio Cruz and a range of stars in Ho Chi Minh City. A record-turnout estimated at 50,000 people.
Soundfest was a resounding success, with critics calling the festival ‘the new generation of music in 2012’
Explore more from Vietnam
Tet, Vietnamese Lunar New Year, is Vietnam’s single-most cluttered occasion and is a large volume driver for many brands including Coke. It was therefore crucial for Coca Cola to reinforce its association with Tet. ...
01 Mar Coca Cola – Fifa World Cup
We needed to create a film for the global market for Coca Cola that brought alive the spirit of the world cup in the context of Coca Cola’s promise of providing refreshing energy that keeps you going....