Coca-Cola - Download Concert

The creative strategy was to hold a relevant event amidst so many similar events and products. The idea was to merge what young people were used to do in order to obtain their music with the excitement of watching their favourite band perform live, giving them the power to bring the band closer through Coke FM.We created the world’s first concert in which the band was at a height of 50 metres and the audience could download the songs live, and download the band itself at the same time. To be able to download the songs from the new album, they had to enter Coke FM from their mobile phones. For each downloaded song, the band came 10 metres closer. In this way, we created a new platform that combined several media: Internet, mobile, live promotion and direct marketing, getting more young people to visit and interact with Coke FM.