We collaborated with African hip–hop icon Khuli Chana, and some of Africa’s biggest artists to create a concept album called “One Source”. This Pan-African musical collaboration celebrated Africa as the one source of all creation. It featured 10 artists, 8 original tracks, music video, documentary series, and live performances. The integrated campaign used social voting, online engagement, and brand experiences to involve the audience every step of the way, turning “One Source” into a war cry for Africa’s Creative Revolution.

One Source was a musical collaboration featuring Africa’s biggest artists. It included:

• A concept album containing 8 original tracks (iTunes, Retail, Radio)

• Music Video (YouTube, Facebook, TV)

• Documentary Series (MTV, YouTube, Facebook)

• Live performance of Khuli Chana at the MTV Nominations Event

This original content was part of an integrated campaign that included:

• Launch TVC featuring Khuli (TV, Facebook, YouTube)

• Billboards featuring Khuli

• Microsite housing the content and facilitating music downloads (Web, Mobile)

• On-going Social Engagement (Facebook, Instagram)

• Online Videos with Khuli inviting audience participation (Facebook, Instagram)

• Influencer Marketing (Khuli & collaborators’ Facebook, Instagram)

• On-con and off-con activations

• Limited edition “Khuli Chana Signature Pack”

• Second limited edition “One Source Pack” with free music downloads

• PR (digital, social, free TV and radio airplay on major channels)

The integrated campaign involved the audience every step of the way, inviting them to participate in key creative decisions, generating awareness and driving brand engagement.

One Source is now being broadcast on radio and television channels across the continent – for free – diving talkability and sales:

• The campaign generated 1.75 billion Media Impressions*

• The “One Source” album reached #1 on iTunes in South Africa

• Sales of Absolut Vodka increased by 84% year-on-year**

• Absolut’s Market Share doubled (from 14% to 28%) since 2014**

• Absolut is now the biggest selling premium vodka in South Africa**

* Sources: BRC Radio Audience Measure, All Media & Products Survey, Crimson Hexagon, Vizeum, Newsclip

** Source: Aztec Sales Data for Absolut Original