NESCAFÉ has invited fans to help Shaheizy Sam relaunch his music career with a brand new song and accompanying TVC, featuring lyrics created exclusively by social media fans.
Teo Heng Keat, business executive manager of Nestlé Liquid Drinks (Malaysia) says that this is an initiative by the brand to connect with consumers via two popular channels - celebrity ambassadors and social media. It is also a branding opportunity to further solidify the link between NESCAFÉ Cans and music.
“We are capitalising on social media for this project as its interactive nature and shareability is unsurpassed, and therefore ideal for quick sharing of ideas and ease of spreading the world at the tap of a button,” added Teo.
ONSam is a project that allows fans to contribute lyric ideas for Sam's new single featuring Liyana Jasmay, which is scheduled for release in December and will mark the return of the actor to the Malaysian music scene.
The idea was to get fans involved in the creative process, and 50,000 contributions prove that fans are genuinely interested in interacting with the celebrity and brand.
The campaign began with awareness building in August, user generated content collection from September to October, with the final video scheduled for mid-December.
Channels include the NESCAFÉ Facebook and Twitter pages, Sam and Liyana's followings, a special YouTube page and on-ground activation with a meet-up with Sam as incentive.
Fishermen Integrated and Mediacliq took on creative, development and social media duties with Rantau PR taking on PR tasks.