Total 451 words used.
The goal was to launch the new season of Coca Cola's ongoing global music platform, Coke Studio Turkey. This initiative aimed to strengthen the enchanting relationship between Coca-Cola and music by bringing together artists from different music genres. The objective was to reach music lovers through traditional and social media channels, enhancing the engagement between the brand and its target audience.
The strategy was defined as having artists from different music genres collaborate to create previously unheard recordings. These recordings would be announced through both traditional and digital channels, leveraging the organic communication of the artists. The hub would be positioned as a special promotional space, facilitating a connection between the products and the hub.
The creative idea took shape around the theme of "collision."
Duet collaborations emerged from matching unexpected couplings of artists and genres: BeGe X Mert Demir, Melike Şahin X Hey!Douglas, Mor ve Ötesi X Aleyna Tilki, and Simge Sağın X Sefo. These duets were first released on the Coke Studio platform and then gradually unveiled on prominent music platforms such as YouTube and Spotify every Thursday night.
Eight artists from different genres, came together in pairs for four songs.
The music videos were initially released exclusively through QR codes accessible from the Coke Studio Hub for the first two days.
In the 360° structured campaign, influencers, OOH units, Spotify 8D, Apple Music, and media-first platforms such as Youtube Shorts, Youtube Remix, and IG Reminder Ads were integrated. TV series content was also hacked for further integration, ensuring the songs remained memorable.
The collaborations, announced by the artists themselves, found their place on Coke Studio's global YouTube account after the initial two days.
The campaign achieved a total of 2.6 million interactions, 40 million impressions, and 132 million views.
QR codes on the cans were scanned 300,000 times without media support.
The four songs released between July 18 and August 4 garnered 45 million views on YouTube and received over 10 million accesses on Spotify by September 10.
With 49 written and 459 online news coverage, reaching 19 million views, Coke Studio became Coca-Cola's most featured campaign in the press in 2023.
The songs secured a spot in the top 5 on radio charts and organically entered the Top 50 on Spotify. They also remained a trending topic for 3 days on Ekşi Sözlük. Which is a collaborative hypertext contemporary dictionary in Turkish based on user contribution.
Between July 21 and September 10, the four songs were played 19,075 times on over 100 radio stations.
Sales in July-August '23 increased by 9.7% compared to the same period the previous year, and for the January-August '23 period, there was a 1.8% increase.
Nomination Title: #CokeStudio Turkey
