Over the coming weeks, we’re taking a deep dive into how we worked with one of the biggest brands in the world - Coke - on the experiential leg of their major campaign to ignite their relationship with Gen Z across North America.

You can read the full story of the project below and the first of our video series is here: A Strategy to Engage Gen Z
‍

‍

Connecting with Gen Z through music for Coca-Cola

‍

CHALLENGE

Coca-Cola wanted to build relevancy, drive credibility and connect with Gen Z through their #1 passion point: music. Centered around the idea of “meet-ups”, the brand zeroed in on activating at summer music festivals to reach their target consumer. The launch of their Coke Studio platform and larger Summer of Music campaign served as the backbone of their plans and Set Creative was engaged to create and produce the physical manifestation of Coke Studio.
‍

‍

APPROACH

Invite music festival-goers to a meaningful and uplifting experience where they can make their own music through the simple act of play - all the while introducing them to Coke Studio.

The 20x30 immersive and interactive footprint was designed, built and sound engineered to be larger-than-life musical instruments disguised as playground equipment. Each instrument or touchpoint engaged festival goers in a collaborative studio session. Every attendee interaction released layers of musical tracks contributing to an overall soundscape. Spin the Merry-Go-Round to make a melody, sit on the Swings to release the rhythm, tap the Touchpad to sprinkle in sound samples and twist the Equalizer knobs to enable various DJ effects. All attendee play resulting in a unique, collaborative track.

Ultimately across four music festivals, the Coke Studio footprint created endless shareable content-capture opportunities while driving authenticity with the brand and connecting Gen Z to Coke and Coke Studio.

‍