The Australian media market is becoming increasingly fragmented and diversified.

High smartphone penetration and strong presence of ‘connected TV’ by major players such as Foxtel, have empowered Australian consumers to take control of their viewing habits.

In general, branded entertainment is free from restrictions and regulations in Australia – although the brand or company financing any activity must be clearly disclosed.

There are five main free-to-air networks and two of them, the government owned ABC and SBS, have severe restrictions on branded content. There are a considerable number of free-to-air digital channels, and a large number of paid-for networks, which have no significant restrictions.

Branded entertainment is a growth area in Australia, although to date most activity has taken place online. On TV product placement is a far more common phenomenon, occurring frequently for FMCG and retail brands. As such, there has been little branded activity to date that is specifically developed around a clear brand strategy.

2012 was Coca-Cola’s 75th year in Australia, so we decided to celebrate the moments that mattered most.

We partnered with Spotify and Universal Music to turn Coke packs into ‘digital jukeboxes’; on each pack was printed a year, between 1938 and 2012. When scanned with a smartphone, 50 classic tracks from that year were unlocked. These songs could be streamed and shared with friends and family – along with the memories they inspired.

Our objectives were to deliver a volume increase nearly four times as great as the actual increase experienced during the ‘Share a Coke’.

Australia shared songs, they shared moments, and most significantly, they shared packs of Coke.

240,000,000 unique packs were sold.

Volume grew 11.5%.

1.2 million songs were streamed.

People spent an average of 5+ minutes on the app.

The Coke app went into the top 20 on Spotify.

Facebook engagement increased 400% with 73,000 new likes.

‘Brand love’ increased =4 points to 46%