coke thailand: play on
brief
to change behaviour of thai teenagers from choosing pepsi to coke.
strategy
was to appeal to them in the world of music and through digital which is an area that pepsi doesnt own.
leveraging on open happiness, showing that coke music is the vigor to teen's daily life, 24/7. coke music has good relationship and access to local thai bands and labels. they are working with a band called Potato, 25 minutes to create Thai version of the Global TVC 'Walls' by One Night Only.
client's campaign calendar
launch of thai version of Music Video
followed by recruitment of Coke Music Awards 2012
but we gave them more, not short term, but long term platform that will connect existing properties and future events in coke music's main calendar
to change behaviour of thai teenagers from choosing pepsi to coke.
strategy
was to appeal to them in the world of music and through digital which is an area that pepsi doesnt own.
leveraging on open happiness, showing that coke music is the vigor to teen's daily life, 24/7. coke music has good relationship and access to local thai bands and labels. they are working with a band called Potato, 25 minutes to create Thai version of the Global TVC 'Walls' by One Night Only.
client's campaign calendar
launch of thai version of Music Video
followed by recruitment of Coke Music Awards 2012
but we gave them more, not short term, but long term platform that will connect existing properties and future events in coke music's main calendar