Coke's touch on 'Teen love for music'

World's number one Cola company, Coca Cola is yet again planning on revolutionizing its marketing communications strategies, as they touch upon their consumers' love for music! The company also uses its 'love for music' on par with its 'Open Happiness' campaign, that has strategically being launched in over 200 global markets.
Coke launched its 'Walls' TV advertisement, which features a brand new track called 'Can you feel it' by a band named 'One night only'. Interestingly, 'One night only' had made its debut entrance to world wide music industry via Coke's 'Walls' commercial. 

'Walls' TV advert portrays, groups of teenagers, from varying nationalities, religions, cultures, etc grabbing a Coke, dancing to music, which says, "when i'm on my own, I can be who I want to".

In fact, Coke's touch on music, especially the concerned track representing the rock genre has been created to capture and cater the most demanding target audience for Coke: the teen market. 

Coke has also built a platform to drive engagement to the campaign and the advert, where they have invited the concerned parties to film and upload to a microsite. The videos would be then edited to the tune of the track 'Can you feel it tonight'. 

The 'Walls' campaign would be the beginning of a marketing push for the world's most valuable brand's music banner for the year 2011. 

The '24hr Session'

The next big thing followed by the 'Walls' initiative is the '24hr session' where Coke is partnering with the popular band Maroon 5, in creating and producing a track in just 24 hours. Coke invites fans to engage with the band in creating and composing the song on the March 22 at 5pm (GMT), on which the songwriting event is scheduled to take place. 

Fans can also interact with the band, critique and help them with lyrics, melodies or even with tunes via the interactive platform via www.coca-cola.com/music website, which invites fans to 'be a part of the biggest experiment in the rock history'.  

The campaign has been exposed directly exposed to over 20 million fans in Coca Cola's Facebook fanpage during the past couple of weeks. The administrators have revealed that Coke's twitter account: @cocacola would be posting the latest happenings in the studio, updates and questions from the band. 

It is also said, the online studio would comprise of cutting edge technology, entailing the fans to comment via a movement based projection system. 

'Walls' TV Commercial


Released: March 2011
Agency: Wieden+Kennedy Amsterdam
Production company: Biscuit Filmworks
Country: Netherlands
Category: Non-Alcoholic drinks

“Walls” was shot five times with a locally relevant protagonist in each version (Europe/North America, India, Latin America, Africa, and Asia). The set was hand built and measured about the size of a football field. It was made up of around 20 bedrooms, each styled to be completely individual and reflective of teenagers’ bedrooms across the globe. An infinity set with Green Screens was created to allow creation of 3D model rooms beyond those physically built on set. Shoots took place on multiple sets at the same time. From the hero bedroom, to the kitchen, to the expansive joined up bedroom set. Three large rooms were needed just to contain the teenagers’ wardrobes, which included items from the Coca-Cola fashion label in Brazil. 

Behind the scenes of 'Walls' commercial


Credit:
The Walls program was developed at Wieden+Kennedy Amsterdam by creative directors Eric Quennoy and Mark Bernath, copywriter Sean Vij and art director Matthew Jerrett.
Filming was shot by director Christopher Riggert via Biscuit Filmworks with director of photography Jan Velicky, producer Laure Stevens, executive producers Holly Vega, Shawn Lacy and Elissa Singstock.
Post production was done at The Mill Los Angeles. Editors were Russell Icke and Charlie Harvey via The Whitehouse Post. 

LISTEN TO THE FULL TRACK: DO YOU FEEL IT TONIGHT by ONE NIGHT ONLY





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