The Coca-Cola Company continues its Open Happiness campaign in South Africa by celebrating music, football and youth in its biggest summer campaign as part of the build up to 2010.
South Africa’s Favourite Brand, in collaboration with Lebo M, Soweto-born Grammy Award winner, executive producer of The Lion King, is embarking on a nationwide talent- search for three gifted learners to sing backing vocals on the ‘Summer Yama SummAHHH’ track to be released in October. World renowned Lebo M has been appointed executive producer and Talent coach for the Coca-Cola talent search.
The campaign invites musically talented teens between the ages of 16 and 19 to participate in the talent search by participating in open auditions in all nine provinces. Coca-Cola South Africa has partnered with the Department of Education to provide representations from schools in all provinces of South Africa. Coca-Cola has also pledged to provide transport for the selected singers to attend auditions that are nearest to them.
“Our partnership with The Department of Education, is mutually beneficial in that we will be able to present learners with an opportunity to be part of this potentially life-changing experience at an early stage of their life, where they will work with the world acclaimed Lebo M while associating with South Africa’s Most Reputable Organisation”, says, Pat Dambe-Hansen, Coca-Cola South Africa’s Public Affairs & Communications Director.
The judging process will unearth the top 20 best singers from each province, culminating in a grand finale in Johannesburg.
Staying true to their innovative style, Coca-Cola will present the winning learners with an once-in-a-lifetime opportunity to record the Coca-Cola ‘Summer Yama SummAHHH’ track with a mystery international star. The track , composed and produced by Lebo M, will be played on all national and regional radio stations, and is earmarked to become the festive anthem during the upcoming summer holidays and it will also be used to usher the New Year. The track will also feature as the soundtrack of Coca-Cola’s forthcoming Summer campaign.
“Cola-Cola has a passion for developing the youth, whether through football, cricket, rugby or film platforms.The collaboration with Lebo M on the ‘Summer Yama SummAHHH’ song and the brand is a perfect match; he is revered for his eye and ear for young talent in the music and entertainment industry and we anticipate that the campaign will generate huge interest and success,” says Zayd Abrahams, Coca-Cola’s Head of Marketing Sparkling Category.
Details of each open/ audition day will be announced in the local media. Contestants must bring their ID books and those younger than 18 must be accompanied by a parent or guardian who will be required to sign a consent form on their behalf. “This integrated campaign which launches in October, includes a large-scale TV commercial, outdoor advertising, our biggest ever on-pack promotion, digital and of course the ‘Summer Yama SummAHHH’ track featuring across all elements of the campaign.
The track reflects the spirit of positivists, optimism and fun expressed in Open Happiness, the new Global integrated marketing campaign for brand Coca-Cola and it is our way of celebrating with Mzansi’s youth the Mother of all Summers” says Abrahams. Coca-Cola’s partnership with the Department of Education, demonstrates their commitment to discovering and accessing the talent of South African teens, while simultaneously providing them with an opportunity to shine alongside famous artists and to work with a world-renowned producer, Lebo M. At the heart of the campaign is the sheer happiness evoked by music and the build-up to the greatest soccer celebration of all time.
The search is on:
The recruitment drive will commence this September on the Dates and venues that are mention below. Note that gates open at 08H00 and only Entries registered before 12H00 will be considered. However, those that are registered, have until 17H00 to audition.
Friday 2nd October
- Gauteng – Soweto (Moletsane Sports Ground)
- North West – Rustenburg (Checkers Centre, Corner Kroep and Church Streets)
Saturday 3rd October
- Free State – Bloemfontein Athletics Stadium (Pellies Park) University of the Free State
- Mpumalanga – Witbank (Witbank Highveld Centre)
- Limpopo – Polokwane (Checkers Centre, Corner Marks and Vorster Streets)
There will be contestants that will be chosen from the provincial elimination rounds of the talent scout series. Unlike any other talent search in South Africa, contestants will be given equal fronts to sing the ‘Summer Yama SummAHHH’ chorus at the auditions.
This campaign is also aimed at opening doors for talented South African youth to enter the competitive music industry. The judging standards will be high as the contestants will be assessed by a Talent Management Team comprising a producer, a choreographer, a musical director and a vocal coach to provide constructive feedback and encouragement.
“The format is refreshing and vibrant and should provide great entertainment for the youth. The song will capture the fun, happiness and optimism of summer, using the ‘Summer Yama SummAHHH’ phrase as the inspiration. Our new campaign is all about inviting the youth to share a little happiness and enjoy life’s simple pleasures. We believe that through the use of music, we are able to allow young people from all walks of life to connect and truly own the campaign.” concludes Abrahams.
We look forward to hosting and sharing the experience with you