Coca-Cola, in partnership with creative agency J. Walter Thompson Brazil, has introduced a new and innovative campaign called âFan Feat,â a competition using music as a passion point involving Brazilâs top nine hit makers and artists, includingÂ Pabllo Vittar, Simone and Simaria, Luan Santana and others.
As part of the campaign, Coca-Cola transformed their cans into a way to support their idols. The pack of cans each have a hit maker or artist on them, becoming a way for fans to vote for the artist displayed.
Then, the most voted trio will record an original song and music video, followed by a live concert starring all three artists at the end of the campaign. The 100 fans that vote the most for each winning artist will receive two tickets to the concert and the 30 most engaged fans of each artist will win other prizes.
Ricardo John, Chief Creative Officer, J. Walter Thompson Brazil âIn J. Walter Thompson Brazil, we believe in ideas that go beyond advertising and have the potential to become part of the culture. And that was exactly what Coca-Colaâs Music campaign needed. So, instead of being another brand talking about music to teens, we gave music fans the tools theyâve never had. We gave them the power to make Coca-Colaâs 2018 âFan Featâ campaign â and the hit of the year with their favourite artists. With an inclusive, diverse and popular selection of extremely successful Brazilian hitmakers, including some who are already being recognised on an international scale, we invited music fans to show their own power and transformed Coca-Cola cans into a symbol of their unconditional support for their idols. With âFan Feat,â we are more than creating a branded content â we are creating branded memories for teens.â
Conrado Tourinho, Senior Integrated Marketing Manager, Coca-Cola âPop culture and music have always been key for Coca-Cola. Itâs almost part of the brand’s DNA. But music is a very saturated territory for brands, and only good ideas can survive and stand out from the clutter â especially when youâre considering teens, who live and breathe music and consume content 24 hours a day. This campaign is different as it reflects the power of music united with a democratic idea. Weâre talking to a new generation that changed the musical scenario and the relationship between fans and artists, and weâll give them a voice through our cans so they will finally manage to participate on their idolsâ destinies.â
The campaign includes broadcast exclusively in Brazil, OOH and special OOH that presents the ranking in real time, social media, pay TV and Cinema.
Source:Â J. Walter Thompson Brazil