Coca Cola Music 2011- 2015
Coca-Cola wows rural Khmer youth with a series of concerts and music-themed activities.
Challenge
To remain on top and relevant in the market, Coca-Cola wanted to strengthen its connection to Khmer teens in the rural areas. The brand’s desire to be closer to these teens would not only be about making a bottle of Coke accessible to them, but also about helping bring them closer to one of their most-loved passions – music.
Strategy
Life is hard in the provinces, but it doesn’t stop teens from having fun and enjoying simple pleasures. The cheapest and most accessible is music, which they can enjoy without spending much. It gives them great pleasure to listen and sing along to their favorite songs, and its exciting to watch singers on TV or live in a concert.
Execution
Coca-Cola Music comprised weekly provincial concerts, singing contests, public announcements and other initiatives that gave its target audience the chance to access live music and entertainment.
Results
The initiative saw a high of 15,000 concertgoers at every province, double-digit growth for the brand compared to the previous year and the loudest social media presence among brand-sponsored music programs.
Explore more from Cambodia
01 Jun Cellcard – XG Promo
Cellcard’s XG Plan has been around for some time, and customers remained loyal. But the plan was becoming stale, with no new offers. Cellcard wanted...
09 Jun Google – Love Your Language
Google creates awareness of its Translate App and its Khmer language capabilities via young, tech-savvy Cambodians....
Phillies Sellout Streak Ends at 257 sequential Games
The team's consecutive sellout streak was the longest ever in the National League an...