The Coca-Cola Music village is the leading brand summer event, first launched in 2003. The concept was total brand immersion and creation of unique marketing communication with youth through music. 2005 began an ongoing annual brand loyalty campaign renewing itself every day through the MyMusic website.The campaign became an institution and tradition: a 20 days music festival of non-stop original live performances of the nation's hottest artists, beachfront cafes, vendors, chillspots, 24-hour beach, dance floors and lots of Coca-Cola energy. All this took place at a thriving coastal village complete with Coca-Cola brand identity as its flag.

Concept: everyday Coca-Cola has something new for meInsight: in order to create real interest among the target audience, significant content, constantly renewed, must be created and provided in the relevant media.The idea and uniqueness:• To create new and unique musical content.• To bring it in an exclusive format to television viewers and to Coca-Cola’s music website.• To add another layer of interest: special offers, lottery, benefits…• All of the above must be exceptional, not appear in any other place, be directly connected to the world of music, and must “wow” the target audience!

The Music Village was an unprecedented success: hundreds of thousands participated and millions clicked on the website. It totally changed brand perceptions, redefined Work Strategy in Israel, built strong loyalty and achieved highest grades: Over 90% awareness, more than 70% agree that the Music Village in the no.1 event in Israel, 90% intent to return next year and a 20% increase in brand value, in direct attribution to the event!The campaign created totally identification between Coca Cola and music, set new standard in the Israeli market and experiential marketing, proving once again, there are things only Coca Cola can do.