A BIT ABOUT ME
AMAZON INTERVIEW 1 : PROJECTS
01. Coca-Cola MUSIC
Coke is seeking a new way create relevance with it’s young audience through it’s Coke Music platform. My first project at W+K Amsterdam and our team is tasked with relaunching Coke Music through a global campaign that re-engages teenagers with the brand.
The insight:
“Teens like to be in control of their own music.”
For this idea we embraced the insight and sought out opportunities to place teenagers in direct control of their own music discovery and sharing.
Sitting central to the campaign we developed “Placelists” a Spotify powered mobile app that leveraged the accessibility of music with ability of geotagging to real world locations. This new platform made it possible for teens to create new music stories with each other by dropping their playlists at favorite spots, or discovering new music from their friends geotagged locations.
The supportive multi-channel global campaign focussed on two groups of real friends to inform print & social by capturing moments of listening to music with track names stamped over the images, release of two mini friend documentaries that told their story and teen chosen music, and a global tv commercial with a first for Coke by featuring ‘an interracial couple.’ The call to action ‘Share your #placelist story’ drove people to download the app and start playing.
This multi-channel campaign that embraced ‘giving teens control of their own music story.’
“Every song has a place & every place has a song.”
“Geotag all your favorite playlists on Google Maps.”
Detail 3
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