Coca Cola Soundfest
To create engagement with Vietnamese youth in 2012, Coca Cola decided to launch the biggest music festival in Vietnam.
Challenge
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.
Strategy
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.
Execution
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.
Results
Soundfest was a resounding success, with critics calling the festival ‘the new generation of music in 2012’
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