Challenge.

Coca Cola created Coke Studio as an international music franchise featuring live studio-recorded performances by established and emerging artists alike. Conceptualized in 2007 in Brazil, the platform created waves in India, Pakistan and Middle East shortly after. For over a decade, Coca Cola owned the local music scene with Coke Studio through billions of broadcast and digital impressions. But with nine years of great sounds under its belt, how do we launch the latest season of Coke Studio that creates excitement and organic virality? And most importantly, how do we this the Coca Cola way - the way that refreshes the world in mind, body and spirit by inspiring a moment of optimism and inclusivity?

Solution.

If music is the key for bringing Coca Cola’s brand experience home, how do we activate the often marginalized hearing impaired community in Pakistan, and India? That’s roughly 30 Million people who will never hear the sound of their folklore and pop stars, who will never feel what it means to be moved and transformed by a musical performance...But who says you’ve to hear music to feel it?

Presenting Coke Studio for the Deaf.

Results & Recognition.

With a collaboration with Ogilvy China on technology and Deaf Reach Program , an experience for the hearing impaired was created in Thailand and Pakistan. With the help of lights and vibrations a sensory experience was created for the deaf allowing them to feel the live performance at Coke Studio. Their candid reactions and expressions were captured and shared the world over generating a buzz of millions of impressions and engagements, while increasing subscription to official monetized YouTube channel to 4.5 Million (MoM increase of 15% without any paid support).