Universal Music Group and Brands

Core disciplines: Brand Activation, Branded content, Integrated marketing





To encourage people to use Smart’s music services, engage with young people and turn more of them into customers.


Demi Lovato performed a free show in Cambodia. The concert had a VIP green room for Smart subscribers, and people could win backstage access and meet Demi by entering a competition on Smart’s Facebook page. Demi and Smart promoted the event on their respective social media channels and were helped by extensive PR coverage.


  • +400,000 new followers on Smart’s Facebook page since the launch of the partnership

  • Biggest Facebook fanbase for a brand in Cambodia

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