Under the philosophy of 'Open Happiness' comes Coca-Cola's new campaign entitled "Walls", with music by British band One Night Only. The ad features an interactive music video that will be available on its site across 100 markets, including Germany and UK.
"Walls" was created for teenagers as part of a global strategy that aims to generate engagement with the brand by experiencing things with a musical focus.
According to Jonathan Mildelhall, Vice President of Global Advertising Strategy and Content Excellence from the Coca-Cola Company: "Teens are the most demanding audience as far as creativity is concerned and in the way they engage with a brand or campaign. They demand to interact and participate with brands and be a part of the conversation. This program has been designed with that understanding and to enable teens to view, participate and share the content and experiences."
The campaign by agency Weiden + Kennedy will also feature music group Maroon 5, who have signed up to write a song for the brand based on fan-sourced material in a 24-hour streamed event four days from now. During the marathon, fans will be able to send pictures, comments and words to inspire the creation of the song. It will combine social media through an event that will gather interesting insight about the target. Fans and followers will be able to participate through the brand's Facebook and Twitter accounts, with constant follow-up from bloggers all over the world.
Making people part of your creative process gives it 'people power', engagement and an excellent view on how your brand makes your target feel, think and act. But more than anything, the ad transmits the joy we all experience when we can let go behind closed doors...
Happy Friday everyone!