Coke partners TV3 to reach Malaysian youth through music

The “Buka Semangat” campaign, loosely translated as “unleash the spirit”, was launched on Tuesday and features one of Malaysia’s newest hit artistes, Tomok, the third-season winner for Malaysia’s nationwide talent competition One in a Million.

“The Semangat campaign is designed to primarily energize the youth via music and uplift them to move full on fully forward,” said Rommel Fuentebella, head of integrated marketing communications and activations, Coca-Cola Far East Limited, Malaysia, Singapore, and Brunei.

Fuentebella added that Tomok was selected for this campaign because of his inspiring life-story, “Tomok resonantes very well with the target audience because of his music as well as his own story, which is one of overcoming adversity and challenges.”

The campaign will also involve a collaboration between Tomok and British indie rock band One Night Only to produce a song. “The collaboration will have an impact on the music scene in both markets,” said Fuentebella cryptically.

Fuentebella is equally mysterious on the details of the campaign’s roll out saying that Malaysia’s youth can expect to have opportunities to collaborate in the campaign which would be rolled out across “relevant youth connection points.”

The campaign, he added, ties in with Coke’s brand value of “unleashing positive energy” and its target is to recruit youth and drive their love for the brand – enabling them to identify with it.

Agencies working with Coca-Cola on this campaign are Universal McCann for media, Ogilvy & Mather for creative, Westcoast PR for public relations and Arachnid for digital.