After two years of silence, Coca-Cola Thailand brought back the Coke Music Awards, the legendary music band competition that’s been around in Thailand for more than 20 years. The awards provide a unique opportunity for young Thai musical talents to take hold of their future and battle it out for a chance to become Thailand’s next music sensation.
From electrifying performances on stages at local teen “hot spots” to video clip submissions on the iCoke website, 583 bands (2565 talented young artists) qualified to participate in the 2013 Coke Music Awards.
Thaninee Wongvisetson, Football and Asset Manager, Coca-Cola Thailand, says she couldn’t be happier about the response. “During the rollout and workshop phases of the Coke Music Awards we received amazing feedback from participants. They were enthusiastic and very grateful to Coke for the opportunity and the experience,” she said.
The next qualifying round narrowed it down to 15 bands. These 15 bands got the chance to attend a music workshop organized by Coca-Cola, where some of Thailand’s best known musical gurus provided one-on-one coaching. The semi-finals narrowed it to 9, before finalists took the stage for the grand finale.
It was the night everyone had been waiting for as the final bands came one step closer to their dream of becoming stars. Family, friends and fans gathered to support and cheer for the brave young dreamers who shared this special moment with the entire country in a 3.5 hour television broadcast on True Music Channel. All the hard work and vision paid off for winning band, ‘Lunatic’. These lucky members won the opportunity to serve as Coke brand ambassadors and landed a chance to work with Potato, one of Thailand’s most popular bands. [Watch Lunatic receive their award]
“It is so rewarding to see the promise of Coca-Cola get real: happiness overwhelming the participants and their fans as their dream of becoming professional artists came true,” said Polina Schitova, Experiential Marketing & Assets Senior Manager, Coca-Cola Thailand.
Coca-Cola Thailand also came up victorious. They reached more than 1 million online engagements across social networks. And that’s without mentioning that more than ever Coca-Cola become part of the lives of young people throughout Thailand. It is a part of Coca-Cola’s ongoing effort to encourage them to believe and share happiness with loved ones. Jesus Ferreira, Portfolio IMC and CE Manager at Coca-Cola Thailand, says this is the type of message Coca-Cola hopes to continue to spread.
“Coke Music Awards was a great way to connect with Thai teens and to further relay Coke’s message of not hesitating to take a chance and follow your dreams. This program has been a great driver in promoting the collaboration of young talents with established artists, such as Potato. It has also allowed us to accomplish leadership of music association, and has made our brand present in the daily lives of young Thais through their number one passion point—music,” he concluded.
If you missed it, check out the Coke Music Awards 2013 TVC online.
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