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COCA COLA MUSIC EXPERIENCE FESTIVAL
INITIAL CHALLENGE
Reconnecting with teenagers is the first challenge set by Coca-Cola, a leading and well-established brand in society. We are dealing with a generation that is very detached from brands, but with one advantage: they imitate everything they see. Our goal? To create strong, lasting, and new bonds between the consumer and the brand.
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STRATEGIC REFRAMING
We chose to communicate at the level of the brand’s leadership by creating a platform made by and for teens. Thus, Coca-Cola Music Experience was born, where music, festival experiences, and the latest audiovisual trends would function as a communication vehicle to promote constant dialogue with our audience.
THE IDEA
CCME Festival An aspirational format for adults, adapted for young people. It is considered the reference festival for teenagers in Spain. Raise Music Content & Experiential CCME Activations Activation and Always On focused on teens. Collaborations with fashion brands, recycling games… Hybrid Event It allows us to broadcast it via streaming, making it a relevant event to enjoy both in-person and digitally. A strategy that gives us greater reach.
REAL IMPACT
+71% organic earn media, thanks to media amplification, Live Broadcast program, influencers…
Improved brand metrics among teenagers – Brand I love: +16% (2015 vs 2017).
Coca-Cola annual incremental sales generation – 17% above the rest of the brand’s projects.
