Spikes Asia

“Friend” With Benefits

Ogilvy, Hanoi / COCA-COLA / 2024

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Overview

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Overview

Background

The conventional dynamic between music artists and brands in Vietnam often involves a transactional relationship. It's a swap meet – the artist hands over popularity, and brands slide brand bucks into the trade. And the outcome? Music video takes a stroll down the commercial lane, leaving the authentic connection with consumers on standby. In this context, Sprite aimed to disrupt the superficial nature of traditional music marketing for the brand relaunch in 2023 with a new, more exciting platform “Heat Happens, Stay Cool”. Hence, we wanted a team-based approach that refreshes the connection with consumers via genuine story-telling.

Idea

The conventional dynamic between music artists and brands in Vietnam often involves a transactional relationship. It's a swap meet – the artist hands over popularity, and brands slide brand bucks into the trade. And the outcome? Music video takes a stroll down the commercial lane, leaving the authentic connection with consumers on standby. In this context, Sprite aimed to disrupt the superficial nature of traditional music marketing for the brand relaunch in 2023 with a new, more exciting platform “Heat Happens, Stay Cool”. Hence, we wanted a team-based approach that refreshes the connection with consumers via genuine story-telling.

Strategy

Gen Z audience is deeply immersed in the music world at least 4 hours a day. Hence, harnessing music to build genuine connection with consumers is such a good idea. However, this passion was also widely recognized and exploited by brands, leading to an oversaturation of commercial music products that leaves audiences feeling bored and unengaged. This was where Sprite stepped in to disrupt the game. Our strategy focused on a mutual benefit exchange, fostering co-creation and co-growth between brand and artist. Sprite identified MONO, a new rising singer with his refreshing personality, as a perfect match. This collaboration exemplified a co-creation approach, where Sprite and MONO jointly developed music and follow-up activities. It went beyond a mere transactional relationship; it embodied a co-growth mentality, where both parties actively contributed to each other's evolution, disrupting the music marketing landscape.

Execution

Jumping in the passionate relationship, Sprite and MONO orchestrated a refreshment revolution. Together, they created a chart-topping anthem, “Heat Happens, Stay Cool”, intertwining MONO's refreshing vibes and Sprite's refreshing taste. While MONO originated the melody, it awaited Sprite's involvement to bring it to life, transforming it into a powerful song that lingered throughout the year. During their “love affair,” both planned and unplanned activities unfolded to refresh the relationship. Consumers witnessed the exchange of grateful and surprising messages between Sprite and MONO, synced with the beat of their anthem "Heat Happens, Stay Cool". Thereby, they encouraged each other as well as consumers to stay cool when the heat happens. This dynamic interplay created enthusiasm and refreshment. Each milestone amplified synergy, crafting an experience resonating with consumers. Through Co-creation & Co-growth, with behind-the-scenes tales and interactive escapades, fans were captivated, left thirsting for more in this musical journey.

Outcome

This match has not only benefited Sprite to gain significant growth, but also helped the brand to stand out as a brand who led and redefined the way of collaborating with music artists in the market.

In the realm of Content & Media Metrics, the collaborative efforts between Sprite and MONO have achieved remarkable success, boasting a 31% Video Completion Rate (10X over Benchmark for Branded Content), an impressive 97% Viewability, a 29% lower CPV, and a noteworthy 66% VTR (1.8X higher than Benchmark). Transitioning to Brand & Business Metrics, the collaboration has yielded a significant 5.4-point increase in Brand Affinity and a substantial 22.8% uplift in sales during the Tet period.

The win not only enhanced the brand's success but also benefited MONO's heightened popularity and sentimentality. MONO's organic reach reached over 2M at the time MONO and Sprite collaborated.

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