Spikes Asia

Coke Studio Philippines - Season 6 (Fan Fusion)

UXS, MAKATI CITY / COCA-COLA / 2023

Film
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Overview

Entries

Credits

Overview

Background

- Situation: The challenge was to find ways to make music consumption exciting again. Thus the solution was to maximize multi-screen viewing by creating snippet content with artists and their fans.

- Brief - The company has been at the helm of this project for 6years, and it’s always been the thrust of the project to bring the Filipino artists/musician to global stage and share their creative talents. For this year, we are not only bringing Filipino artists to their audience but the audience will have a chance to meet, create a new song and perform with their favorite artists. This creates new spark for the audience to tune in all media platforms to view their favorite artists and themselves. A level up of fandoms.

- Objectives – Challenge the norms of music consumption by creating iterations of music & video adapted to the modern consumption of the Gen

Idea

The big idea – Fan fusion. Artists are invited to co-create original music with their fans to showcase Filipino talent with one song, one sound and one mission to entertain home viewers. Fans have been the backbone of an artist’s success for years which is why we’re turning the spotlight on them for songs and performances.

Strategy

Taking the creative idea, the strategy for the project was to adapt the content we’re producing to how modern audiences consume multi- media now. Thus, we made use of multi-screen viewing from You Tube, Facebook, Tiktok, to billboards, radio and Spotify, this project spanned every touchpoint of our audiences. We released different materials weekly from artist’s invite, to meet & greet with fans, to collaboration of original song, to performing on stage – each of these were made to fit the most appropriate platform.

Execution

- Implementation: After several creative and technical meeting, recording as part of our pre-production, comes the principal photography. Shot all episodes inside the studio using multi-camera set-ups.

- Timeline - Start of prep (May 2022), Airing (August 2022)

- Placement - Social Media – Facebook, You Tube, Tiktok, Billboards

- Scale - Aired in all digital platforms. Caters to all audience.

Outcome

- Reach - Not only in greater Metro Manila area, but audience from the provinces got interested via radio and personal performances from the artists.

- Engagement - A lot of Millennials & Gen Z submitted their song entries. They tune in every weekly airing that makes the content trending in social media.

- Impact - Additional consumers of the brand because of the content awareness of the audience.

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