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Universal Music Group and Brands

Core disciplines: Brand Activation, Branded content, Integrated marketing

 

TERRITORY

Cambodia

CHALLENGE

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

APPROACH

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.

RESULTS

  • +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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