Malaysian Media Awards Winners Showcase





2012 | |

One World. One Malaysia. One Song of Happiness

Advertiser: Coca-Cola Far East Limited (Malaysia Branch)
Brand: Coca-Cola
Creative Agency: -
Credits: -

Challenge
Amidst a tough year and high spending telcos, Coke was facing the risk of losing affinity with Malaysian youth. Though popular,Coke was becoming just another CSD. The challenge was to ensure Coke was heard over the din of advertising clutter and to reinforce Coke as ‘happiness in a bottle’.

Solution
As Malaysia aspires to compete and collaborate with the world on an equal footing, the onus of bringing that dream alive falls on youth. Coke being the icon of stubborn optimism was uniquely placed to help Malaysian youth with a platform to prove themselves. Coke enabled a first-time ever cross-continent collaboration between Tomok- a relentless musician who rose to national fame in a heartlifting saga and the famous British rock band One Night Only.

Execution
Tomok invited fans to collaborate on the music video, design album cover and propagate it to their kaki. A live tweetcast of Tomok’s journey helped fuel the fire. Youth Radio & TV stations got exclusive content to drive momentum. Tomok’s London experience was participated in live by millions via a portal. The Grand Finale was Malaysia’s largest virtual megascreen concert held simultaneously across 4 cities viewed by 1.1 million via on-ground, TV,Radio and webcast.

Results
The programme telecast peaked at No.1 beating the nation’s prime time news. Buka Semangat hit #2 and stayed in charts for 2 weeks. The campaign reached 4.1 million youth, 95% of Target. Positive conversations around Coke increased by 90%+. Optimism scores increased 21% and weekly drinkers increased 56%.