Task:
Organize a series of concerts to celebrate the 30th anniversary of Coca-Cola's presence in Kazakhstan, involving popular singer Yenlik to strengthen the brand's connection with a youth audience and promote the company's social initiatives.
Our role:
- Negotiations between Coca-Cola and Yenlik: agreeing on the terms of the artist's participation in the anniversary events.
What was implemented:
Participation of the artist in a series of free concerts in key cities:
- August 17 — Pavlodar, Central Embankment
- August 24 — Semey, Irtysh River Embankment
- August 31 — Shymkent, Tulpar Park
Results:
- High attendance of events: each concert attracted thousands of spectators, demonstrating the audience's interest in the events.
- Strengthening the image of Coca-Cola: support of local artists and social projects increased consumer loyalty to the brand.
- Wide coverage in the media and social networks: the events received coverage in regional and national media, as well as active discussion on social platforms.
The collaboration between Coca-Cola and Yenlik as part of the brand’s 30th anniversary celebration in Kazakhstan has become a successful example of combining musical events with the promotion of corporate values and social initiatives, helping to strengthen the connection between the brand and the local audience.