We identified two emerging local stars, one a singer and the other a dancer, who both captured magnetic youth interest for their self-expression and for being change agents. We produced an upbeat and catchy song with lyrics about positivism, upliftment and refreshment. Themed ‘Free Yourself’ or Bebaskan-lah! in Malay, we integrated Coke’s personality with customized lyrics, choreographed Coca-Cola signature dance moves and laced Coca-Cola’s five-tone jingle into the fabric of the song.

Local radio stations helped propelled the popularity of the song. It became the song most in demand from our youth audience and it commanded high requests rates, therefore high and frequent on-air rotation.High interest in the campaign from local media helped to create buzz and anticipation for the song and the video. It was very highly searched and shared across the internet, which also multiplied the song/video’s popularity.

1) Coke regained preference leadership (favourite brand), toppling the market leader. Coca-Cola recorded the highest preference in 2 years - index +177% vs 2007.

2) The song reached No. 1 within 2 weeks.

3) Became THE MOST downloaded music video on a local site.

4) Created huge buzz and PR mileage within local networking sites, blogs, local newspapers, magazines and TV. (1.6 times the media investment.)5) The song was also made a theme song for one of the most watched programmes on the main youth TV! The show was an equally inspiring local youth drama, A Story of Hope.