ISSUE | Coca-Cola had to advertise the biggest music festival to targets that only listen to their favorite kind of music and are dismissive of those with different tastes.
IDEA | Give people the chance to play with music genres and come together through their favorite mashup in the same musichood, where everyone just enjoys the fun.
Coca-Cola launches the first musical compilation exclusively on bottles: 5 artists, 5 different genres: POP, HIP HOP, ROCK, BALCANIC, ELECTRO, 15 songs. To discover them , users have to scan 2 different labels through the Coke Scan App.
Users could scan two different genre labels to discover various mashups that got them in tune in with their favorite music and vibe with a sound never really tried before. And, of course, win festival tickets and many prizes.
No matter our different backgrounds, preferences and favorite musical genres, everyone loves music and it will always unite us through the same feeling.
As one of the special projects, Mahala Rai Banda did their Coca-Cola live mashup on 2 different radio stations, Virgin Radio and Europa FM, in the first double takeover in the history of Romanian radio. Two radio stations, millions of different music preferences, #samefeeling.
AWARDS
INTERNETICS - GOLD for Interactive Campaigns
INTERNETICS - SILVER for Digital Strategies