The Campaign

Bangkok Summer Festival by Coca-Cola is the first ever National Day for Bangkok Teens, hosting the world largest man-made foam pool as well as dual culture concert under East meets West theme. This campaign answers 3 objectives: 1. Brand: Summer is peak season to drive Coke’s consumption and frequency among low income teens by using cap/crown currency as a ticket redemption and to strengthen the connection with consumers via the bigness of only Coke can do experience. 2. Break through competitiveness in music arena, which is always cluttered with sponsored events and lack of national music festival. 3. Consumers: Concert is the best channel connected to teens. To unlock teens’ tensions during school break by giving space for teen to meet their friends and mean to access world class music experience within reachable price.

Success of the Campaign

- Coke is No.1 associated with music, which 70% of teens in TNS survey - 5.3X (USD 2.4M) free media and PR from actual media investment - Connect 8.8 million teens nationwide with massive on-air programs - 1/4 of Bangkok (110,000 participants) lower income teens participated with deep brand engagement at Bangkok Summer Festival by Coca-Cola - 3X incremental Facebook fans and 100M impressions served online with 14M dwelling users - USD 0.4 M tickets sold with 80% crown redemption - TNS indicated that teens clearly mention this event is the best, and 3/4 of participants consider it as the National Summer Festival and would recommend to their friends.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Degree of communication is built up 2 months prior by - On-air: Build massive awareness by leveraging event bigness through 2 key magnets (foam and concerts) broadcasting 2 days live event on national cable channel and supported launch campaign by TVC, radio spot, radio DJ PR, massive POSM, OOH and radio DJ PR. - On-ground: Drive last mile call-to-action as not to miss talk of the town and direct engagement i.e. ticket troop touring at teens’ hangouts and mini concerts to 10 provinces, enabling nationwide audiences to experience the bigness. - Online: one-to-one exclusive interaction with artists via Coke Facebook & website, artists VDO viral seeding in teens/music websites and real-time digital updates on Facebook and Youtube on event days.