To gain access into the live, local music scene is one thing – to ensure its done credibly is another. The media team identified that this niche target audience has a cynical view of big brands such as Coke and they have a weekly routine for keeping updated with the music scene. These insights resulted in weekly music media delivering a message that varied between having subtle to zero Coke branding. The message focused on the call for auditions, not Coke.

Coca-Cola successfully engaged this niche target through gaining access into their live, local music world with credibility. By using innovative call to entry methods with subtle branding, the Live 'n' Local campaign resulted in Coke exceeding their goal for entries by 240%. Coke transformed the cynicisms attached to the brand, into excitement thus moving Coke closer to becoming a credible supporter of Australian music.