FREEDOM SONG BEBASKANLAH

TitleFREEDOM SONG BEBASKANLAH
BrandCOCA-COLA
Product / ServiceCOCA-COLA
CategoryB02. Consumer Products
EntrantUNIVERSAL McCANN MALAYSIA Kuala Lumpur, MALAYSIA
Entrant Company:UNIVERSAL McCANN MALAYSIA Kuala Lumpur, MALAYSIA
Media Agency:UNIVERSAL McCANN MALAYSIA Kuala Lumpur, MALAYSIA

Credits

Credits

Name Company Position
Gurpreet Singh Universal Mccann General Manager
Rina Low Universal Mccann Associate Media Director
Lee Pea Ling Universal Mccann Senior Media Planner
Dzeti Mohamed Universal Mccann Media Planner
Melissa Wong Universal Mccann Media Planner
Farriz Yousof Universal Mccann Media Buyer
Client Service Group Media Prima
Mccann Erickson
Coca-cola Kl Team

Results and Effectiveness

The dance and song became the most downloaded music video on several local entertainment sites. It set alight the blogosphere and received widespread coverage in traditional media worth RM350,000. After the campaign was launched, Coke’s preference score jumped by 177%, the highest for Coke in Malaysia in five years. In addition, Coca-Cola sales rocketed by 280,000 unit cases equivalent to 1.6 million liters in one month.

Creative Execution

Television was the principal media chosen, as Shila and Alam had achieved their stardom in nationally televised programs. We partnered with the most popular youth television channel in Malaysia, 8TV which was already working on projects for Shila and Alam. A top lyricist produced a three-minute soundtrack for Shila called “Bebaskan-lah”.The song contained lyrics and musical tones that brought an immediate association with previous “Uplifting Refreshment” thematic Coke advertising in Malaysia. It was used to accompany a specially choreographed dance sequence featuring Alam that included a series of unique dance steps inspired by Coca-Cola could be easily copied by people watching the routine. For two weeks 8TV ran promotional spots using Shila’s soundtrack and the new dance routine to highlight Alam’s forthcoming program about his life called “Alam’s Story”. The song was also released to local radio and in within two weeks it was No.1 in the new charts in HOT FM.

Insights, Strategy and the Idea

Coca-Cola was at risk of losing affinity amongst Malaysian youth. Coca-Cola wanted to regain its standing with youth target audience and be THE iconic youth brand in Malaysia. Our research and the traffic in their extensive social media and mobile communities showed the youth see themselves as underdogs, the new contenders, set to challenge the conventions of previous generations.The youth recognized their new role models to be young people from modest backgrounds who use their talents or skills to break from the masses and achieve fame on their own terms. Two such emerging heroes were Shila, an everyday girl who won Malaysia’s most popular singing contest and Alam, an underdog from a small village who won Malaysia’s biggest dance show. We wanted to attribute “The Coke Side of Life” global strategy for Coca-Cola, the benefit of “Uplifting Refreshment” and the powerful attribute of ‘Optimism’ to the success and liberation represented to the target market.