Carat has created and produced a first-of-its-kind regional music collaboration for Mondelēz International, featuring favourite local music stars from Malaysia, Indonesia and the Philippines.
The content, which targets millennials and complements the wider ‘Wonderfilled’ campaign, which launched across Southeast Asia earlier this year, was launched on YouTube.
It’s been very well received getting over two million views in its first two weeks. Check it out:
It features three locally well-known bands – Malaysian singer-songwriter, Zee Avi; Filipino pop rock band, Up Dharma Down (UDD); and Indonesian vocal group, Gamaliel Audrey Cantika (GAC), each specially invited by Oreo to collaborate together to co-create one unique song. In addition, their own individual interpretation of Wonderfilled was also created, producing a suite of music content that is regionally-led and yet locally relevant.
“The whole process of making these music videos has been a great success,” said Adam Bow, Director, Content & Digital, Carat Asia Pacific. “Our creative team were able to work closely with the Oreo team to create compelling content that really captures people’s attention. Producing music that people love, and by talent they really follow, makes it highly sharable and the ideal way to build the Oreo brand with this new audience.”
“Producing these music videos for our Wonderfilled campaign has elevated the creative standard and quality of our branded content, supporting our strategy of connecting with Millennials to drive growth for Oreo in this region,” said Bryan Rakowski, Marketing Director, Asia Pacific at Mondelēz International.
The music videos have also led to a partnership with music streaming service Guvera, extending the Oreo music experience across their platform. Working with a carefully targeted distribution strategy it places Wonderfilled music on the devices and in the environments where real music plays.
Carat is Mondelēz International’s media partner in Asia Pacific, Europe and North America, and is also the single global communications agency for all of its product categories’ communications planning.