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Objective

To shine a light on younger generations on pursuing and creating their dreams without any boundaries stopping them.

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Challenge

A time when pandemic restricted everyone including the youth, how can we as a brand encourages and motivated the youth to not give up on their dreams.

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Insight

In the time of uncertainty, music is the only tool that takes people to the comfort zone and is the most empathetic tool for everyone.

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Execution

The pandemic had brought the whole country down to its knee especially leaving the youth idle, restricted and dreamless. To shine a light on this problem, we found out that when youth faces problem they would go to music and listen like it was a therapist. Therefore as much as we love tech, we decided to solve this problem with technology. To really highlight the brand purpose of Nescafe, we created a microsite for the youth where they will have to insert their feelings about chasing new opportunity for new day. By collecting all the youth's line, we collaborated with the industry leading music producer to create one and only Nescafe music sang by Top musician and DJ artist creating a song created by the youth of tomorrow and the artist of today.

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Outcome

The campaign causes buzz on social due to it's engagement and opportunity for everyone to take part in this campaign online, and allowing everyone to be part of the music. The microsite shattered the expected target reaching 10K participants for lyric submission for the music. Furthermore, the song hit top 10 JOOX chart from it's 3 days of release on JOOX app. The song was hosted as Facebook live events, and was aired on the radio for nationwide as well.

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Result

• First ever FMCG brand to create microsite campaign in Myanmar

• First ever coffee category brand to create music out of audience's lyrics in Myanmar

• 10,000+ lyrics was submitted on microsite for producing song

• More than 2 million listeners on the music according to JOOX listenership data

• The song reached top 10 JOOX chart

• The song was used in TikTok campaign with more than 1 thousands videos