Brand
NESCAFÉ RTD
Campaign Name
NESCAFÉ On Sam
Project Type
Digital Campaign
Brief, Objectives & Challenges
Engaging youth digitally
We wanted to connect better with the Malay audience. So, we engaged Shaheizy Sam, a Malaysian arti—wait, we don’t really need to introduce him, do we? You should know him. Anyway… we created a story, where Sam kononnya wanted to make a comeback to the music industry. Through social media and local universities, we asked fans to help him with his new song—through the power of NESCAFÉ.
The Big Idea
NESCAFÉ On Sam
We engaged with Shaheizy Sam to make a come back to the music industry. Sam pledged that he would only do so if his fans were to help him craft his new song—creating a people-powered song for all!
Activation
Social media content
YouTube
Media event
Music production - Bangun
Roadshows
Results
>50,000
submissions via social media platform
1 mil
views on Bangun music video
RM1.45 mil
PR value
