Coca-Cola turns Australian airwaves into a Christmas bridge for Filipino workers abroad

For Overseas Filipino Workers (OFWs), Christmas is often marked by absence rather than abundance - a season of longing spent far from family in service of loved ones back home. This festive period, Coca-Cola sought to close that emotional distance with SoundOfHome.FM, a 24-hour Christmas broadcast that transformed Australian radio into a living conduit between Filipinos overseas and the families they left behind.

Launched in partnership with SBS, Australia’s multicultural and multilingual public broadcaster, the initiative aired continuously from 6 pm on Christmas Eve to 6 pm on Christmas Day. Across those 24 hours, Australian airwaves carried carols, karaoke-style performances, and deeply personal messages recorded by families in the Philippines - all dedicated to OFWs working across Australia.

At the heart of the campaign was a simple but powerful insight: while the holidays are associated with joy and generosity, “the pressures of the holidays steal the Christmas spirit from the true givers,” the company said. For OFWs, who spend the season working to support families back home, that pressure is both emotional and physical. Coca-Cola responded by focusing not on spectacle, but on sound - the most intimate medium of all.

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More than a media execution, SoundOfHome.FM functioned as an emotional relay. Families recorded Caroloke performances - a blend of carolling and karaoke - alongside spoken dedications and expressions of gratitude. These were then programmed into the broadcast, allowing voices from across the Philippines to reach loved ones thousands of kilometres away.

“This initiative comes from a place of deep respect for the people who give so much of themselves from far away, a recognition of their immense, yet quiet sacrifices,” said Francis Izon Reyes, Coca-Cola marketing director for ASEAN and South Pacific. “We know that during the holidays, the distance and not being with family can feel heavier than ever. With SoundOfHome.FM, we wanted to bring a moment of comfort, a small piece of home to Filipinos overseas - a familiar voice, a favourite carol, something to remind them that their sacrifice, love, and dedication are seen, valued, and deeply appreciated. That is the real spirit of Christmas, and we are honoured to help bring it to life.”

The campaign was activated weeks ahead of Christmas through a nationwide Caroloke Caravan in the Philippines, with Coca-Cola teams visiting major cities and Pasko (Christmas) festivals to help families record their messages. For those unable to attend in person, a digital platform allowed dedications to be uploaded remotely.

Crucially, the experience was designed with intention and precision. A notification system alerted OFWs when their family’s message was about to air, ensuring they could tune in at the right moment - whether mid-shift, on a break, or during a quiet hour of work.

Alongside the radio broadcast, Coca-Cola released a Christmas film titled Sound of Home, shot across Australia. The film captures unfiltered reactions from OFWs as they hear their families’ voices: a mechanic pausing in a garage, a convenience store worker frozen in place, a kitchen hand smiling through tears. The scenes underline the campaign’s core truth - that connection does not always require presence.

“Our simple wish is that with this project, we hope we were able to bring even a moment of warmth to those spending Christmas far from home. If the Sound of Home helped one person feel remembered even for a few seconds, then we’ve done something meaningful this season,” Reyes added.

From a creative standpoint, the campaign deliberately chose radio - a medium often overlooked in a digital-first era - for its intimacy and immediacy. For Ogilvy @WPP OpenX, the agency behind the work, the choice was symbolic as much as strategic.

“Christmas is about togetherness, but for millions of OFWs, it’s defined by distance. SoundOfHome.FM was our way of using something as simple as radio to bring families closer - if only for a moment - on a day when it matters most. We couldn’t shorten the distance - but we did close the silence with a 24-hour love letter, in audio form,” said Nikhil Panjwani, executive creative director, Ogilvy @WPP OpenX.

Ultimately, SoundOfHome.FM reinforces Coca-Cola’s long-standing positioning around human connection, translating brand purpose into a culturally grounded, emotionally resonant execution. By centring its Christmas effort on OFWs - often unseen but deeply relied upon - the brand reframed festive marketing not as celebration alone, but as recognition.

Even when families are separated by oceans, Coca-Cola’s message is clear: the sound of home can still find its way through.

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