#COKE STUDIO MBC4 TV#

#COKE STUDIO MBC4 TV#

We promoted Coke Studio season 2 through teasers on MBC, a TV film, iconic outdoors, radio highlights, digital interactive banners and social media buzz. We started by getting a new look and a fresh style – a new producer, a new studio design, 2 talented and youthful hosts, popular and trendy Middle Eastern and International artists, all of whom were loved by the youth and whose fusions would be more cool and exciting. We needed to make Coke Studio Season 2: More Cool. In 2013, we needed to further engage with Coke Studio’s growing youth fan base as well as recruit more young fans to tune in to Coke Studio. So in 2012, Coca-Cola introduced Coke Studio as a unique and memorable Music platform that differentiated itself from other conventional music shows by creating a fusion of the two diverse musical worlds of the youth, for the very first time. But, they were divided in their love for two distinct musical genres, just like they were facing a struggle and a divide between two cultures: (1) Western, more progressive cultures and their music that was aspirational for them, and (2) Arabic traditions and music that they were proud of. Music is a big passion point for Youth in the Middle East. competition, being relevant to their anxieties and giving them new and unique experiences. Winning share of heart and brand love from teens means being distinctive vs. As well as from other musical blockbuster programs such as Arab Idol, The Voice, Arab Got Talent and X Factor Arabia, who enjoy a higher spend and higher mass entertainment value. With our teen audiences, music opens happiness and is an exciting passion point.īut, music is a new territory for Coca-Cola in the region, one that witnesses heavy activity and investment from other CSD brands such as Pepsi who are winning teens' share of heart (hence, share of wallet). Now, Coca-Cola has promised optimism since 1886. The brand needed to re-power the unique emotional promise of Coca-Cola by creating a teen-centric and emotionally resonant passion platform. The lack of teen-relevant platforms was holding Coca-Cola back.

Coke studio mbc4