Malaysian Media Awards Winners Showcase
2015 | Finalist | Best Use of Branded Content on Screen
Advertiser: Coca-Cola Far East Limited Brand: Coke Creative Agency: Mediacompete Sdn Bhd Credits: -
The Challenge
2014 is the year of WorldCup, but sports association is owned by isotonic 100PLUS. To defend volumes, we need to leverage Malaysians’ football passion, and show that only Coca-Cola can bring the ultimate, refreshingly authentic FIFA WorldCup experience, one that is locally relevant, yet globally connected.
The Solution – Insight & Idea
We had to defend volumes early. Coca-Cola would make a difference by turning the campaign into “The World’s Cup”, where the all-inclusive campaign will connect everyone to the games, regardless of geography. Malaysians got to view the Trophy upclose, which generated massive amounts of social conversations. Besides football, music is also a universal connector amongst Malaysians and the world. Marrying music and football, we leveraged on the global Coca-Cola WorldCup anthem by adding Malaysian flavour to it through instruments and local language vocals.
The Execution
We localized the global anthem by featuring top Malaysian artists and general public. The local version of the song contained lines in Bahasa Malaysia, Mandarin and Tamil, representing the cultural diversity and unity of Malaysia. The song was played on airwaves and Era, Hitz, MYFM conducted a contest calling Malaysians to submit their own versions via online or on-ground. The user-generated videos were featured in the localized music video – bringing Malaysians together to celebrate the “World’s Cup”. The localized anthem and music video were amplified across all partnered networks – MediaPrima, Astro, RTM, Facebook and YouTube.
The Results
9,147 attended Trophy Tour event – second only to India! The localized music video on YouTube achieved over 1MILLION VIEWS in just 2 months! The campaign earned RM2.9million media value through partial-barter partnership, generating a ROI of 35.8x! “Spontaneous Brand Awareness” grew +4%, “Brand Love” increased +12%. “Is an uplifting drink” +11%, “Consumption Intent” rose +11%, “Brand consumed out-of-home” rose +38%. Sales volume increased +37% over WorldCup period, overtaking 100PLUS’s growth.
