The Coca-Cola Company, a global leader with an enviable consumer-base in the non-alcoholic beverage industry, has announced the launch of a refreshing consumer engagement campaign dubbed, ‘‘Under the Crown’’
The campaign , which ties into and leverages the appreciable patronage of the Coke Studio Africa 2018 project, promises to excite and reward loyal customers of the Coca-Cola brand by allowing them to have access to exclusive contents from participating Ghanaian artistes and other African artistes in the on-going 2018 Coke Studio Africa session.
Since its inception, Coke Studio, which has assembled the very best in Africa’s music industry, has entertained homes with stellar studio sessions and music performances. One that continues to inspire upcoming artists, while affording them an opportunity to witness in real-time, how their favorite African artists compose and arrange new songs, as well as performing their hit songs and that of their African counterparts.
In Ghana’s first season, budding Ghanaian artistes such as E.L, Efya and FeliNuna rubbed shoulders with other great artistes across the continent. This year features the reputable likes of Joey B, Worlasi, and Bisa Kdei.
Expressing her excitement over the campaign, Yaa Amoah-Owusu, Brand Manager of Coca-Cola noted that the decision to leverage on the Coke Studio project for the Under the Crown consumer campaign was both strategic and symbolic.
‘‘Strategically, Coca-Cola seeks to integrate and consolidate the gains that the Coke Studio sessions has made over the period with the view to creating a unique brand experience and a mutually rewarding value proposition for its cherished consumers, across different touch points. Symbolically, Coco-Cola, through the Under the Crown campaign, reaffirms its commitment to promoting authentic African music while rewarding creativity and ingenuity in African artistes, both established and upcoming. Again, Coca-Cola, through this campaign, seeks to connect emotionally with its cherished consumers in a long-term relationship and not just a one-off transactional purchase’’ she intimated.
She remarked further that the Under the Crown campaign will ensure that most of the illuminating performances and songs that are churned out at the Coke Studio become accessible to consumers and music lovers through an additional medium, specifically, mobile phones.
‘‘Essentially, this will not only increase the audience-base for our hardworking artistes, but most importantly, through the campaign, our valued customers will be afforded additional mechanisms for sharing in the euphoria around the Coke Studio sessions,’’ she assured.
Touching on the mechanism for the campaign which runs till December 31, 2017, Yaa Amoah-Owusu explained that to participate, one needs to buy any Coca Cola with the special yellow crown cork, under which a special code is recorded.
Consumers must dial *781# to register, and follow the prompts to win an instant prize, which range from free Caller Ring Back Tones, exclusive autographed Digital Wallpaper of their favorite Coke Studio artists, music playlists and many more. She explained that the Under The Crown (UTC) is open to customers above 18 years and accessible on all mobile networks in the country; hinting a free extra 100MB data bundle is available exclusively to only Vodafone subscribers. She urged all consumers to participate, as every bottle is a winner.
