In an effort to target Millennials’ regular entertainment routine, Mondelēz International and media agency Carat have created and produced a regional music collaboration featuring favourite local music stars from Malaysia, Indonesia and the Philippines.
The content was launched on YouTube and in its first two weeks has gained over two million views.
The music video is targeted at Millennials and complements the wider ‘Wonderfilled’ campaign, which launched across Southeast Asia earlier this year. The campaign aims to bring to life the notion of Wonder – a simple thing that kids run on and adults more than often forget about.
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 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.
Bryan Rakowski, marketing director, Asia Pacific at Mondelēz International, said, “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.”
“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.”
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.