INSTALLATION

TitleINSTALLATION
ClientCOCACOLA INDIA
Product / ServiceCOKE STUDIO
CategoryA09. Environmental Design
EntrantLEO BURNETT INDIA Mumbai, INDIA
Entrant Company LEO BURNETT INDIA Mumbai, INDIA
Advertising Agency LEO BURNETT INDIA Mumbai, INDIA

Brief Explanation

With hundreds of brands fighting for their attention, the youth is a difficult group to attract. The reason for Coke Studio's success has been the uniqueness of the fusion of music. We realized that the youngsters love 'New'. Anything that's unseen or not tried before attracts them like a moth to a flame. Based on this insight, the objective was to use design as a tool to create a retail experience as unique as the fusion music of Coke Studio.

The Brief

To connect with the youth, Coca-Cola India launched Coke Studio - a platform where musicians from diverse genres created never-been-explored fusion music. It aired on MTV and was available free on the internet. Coke Studio Season 2 featured some of the most celebrated musicians in the country, Usha Uthup, Vishal Dadlani, Amit Trivedi. The marketing object of this campaign was to create buzz around these artists and sustain traffic on MTV and on Coke Studio micro-site and Youtube channel. The on-ground strategy was to engage music lovers with a unique experience and divert traffic to MTV and micro-site.

How the final design was conceived

The magic of fusion of music is the geneses of Coke Studio. We designed a series of installations that brought this magic alive and placed the brand right in the center of the entire experience, literally. A mix of western musical instruments and traditional Indian classical music instruments were arranged to create an abstract pattern. Once it caught everyone's attention, a larger-than-life Coke can was placed in the center of this installation. To everyone's surprise, the reflection of the abstract art on the Coke can resulted into beautiful portraits of famous Coke Studio artists.

Indication of how successful the outcome was in the market

Indication of how successful the outcome was in the market Intrigued by the unusual installation of instruments and the optical play of the reflection on the can, youngsters encountered a unique brand engagement. This led them to share videos showcasing the entire event on social network and created a viral effect that reached many more than ever intended. The viewership of the MTV show went higher and the Coke Studio micro-site and Youtube channel experienced a spike in traffic. The entire 'Reflection of Music' campaign added 1 million fans, generated 6 million downloads and 4 million Youtube hits.

Credits

Name Company Position
Mahesh Khatate Freelancer Photographer
Sreekumar Balasubramanian Leo Burnett India Client Servicing
Mayuresh Natalkar Leo Burnett India Art Director
Devang Patel Leo Burnett India Art Director
Brijesh Parmar Leo Burnett India Creative Director
Vikram Pandey Leo Burnett India Executive Creative Director
Nitesh Tiwari Leo Burnett India National Creative Director
Kv Sridhar Leo Burnett India Chief Creative Officer