https://www.youtube.com/watch?v=loTvLzBV6fA&t=7s

Studio '23 harmonises the authentic sound of a generation

Client
The Coca Cola Company

Year
2023

Scope

  • Media planning and buying
  • Influencer and KOL management
  • Community management
  • Creative design
  • Event hire and staging
  • TV and broadcast
  • Post-production

The challenge

In an age where multi-screen consumption is becoming the norm, the world is shifting from traditional broadcast to on-demand and personalised content.

Faced with this global pivot in media consumption, our mission was to transform Coke Studio from a traditional TV series into a sharable digital content experience that resonated with Papua New Guinean audiences.

The solution

Our solution was to tailor an integrated media and creative strategy by creating an interactive Coke Studio digital platform supported by traditional channels that play a key mass-reach role in PNG.

We worked closely with previous Coke Studio artists and up-and-coming local talent to produce collaborations based on the unique flavours of the Papua New Guinean music landscape.
We’ve partnered with a local media vendor to create bespoke TV, digital & radio segments that would first tease our audience with some digital snackable content and then amplify further with weekly releases ensuring Coke Studio stayed top-of-mind nationally.

”"Understanding local media consumption and tapping into local creative insights was key in this fully-integrated and successful campaign"

The process

Creative synergy and a #1 hit are not instantly achievable. This is why the agency engaged producer Toxic Mahn to lead the musicians in the composition of the anthem and collision pairs.

Meanwhile, our social media team planned phases including teasers, “the drop” and BTS for both ‘The Anthem’ and the ‘Collision Pairings’.

Our creative and video production teams then staged and recorded videos of each asset. 

The Anthem video ‘Be Who You Are’, is over four-minutes long and was shot on location around Port Moresby including at a Waigani warehouse. ‘Be Who You Are’ showcases the incredible talent and team efforts of all performers, a fact reflected in the social media comments. 

The collision videos were recorded in a nightclub at Vision City shopping centre. All videos have a unique PNG flavour. 

MONOLY x LAIKIM Mash-up
Mal Meninga Kuri + Shei

Coco x Eh Vivi Mash-up
Kronos + Jnr Vigi

Let Me Love You x Mekim Mi Wari Mash-up
Danielle + Tonton Malele

The impact

”425K+ views across the campaign.

As the curtain rose on the Coke Studio campaign in December ’23, the resonance was immediate.

The Anthem
‘Be Who You Are’ became an anthem in its own right, rallying 65K views and becoming a staple of PNG’s musical identity.

Danielle & Tonton
Danielle & Tonton’s collaboration soared to 137K views, a testament to its harmonious appeal.

Mal Meninga Kuri & Shei
This pairing resonated deeply, gathering 131K views and embodying the spirit of the campaign.