The sonic branding of our “To Dance, or Not To Dance?” campaign targeted middle/lower-income families, who respond best to catchy jingles and flashy dances. In a sensitive post-coup environment, during our strategic planning sessions, we had to answer a key question: “to dance, or not to dance ?” ERA took the risk and decided “to dance”!
Our insight hinged on the target audience supporting inclusiveness and diversity of ethnic groups within the country. Thus, we incorporated various national languages, dances, and ethnic representations into our campaign – becoming the first brand in Myanmar to do a multi-lingual/multi-ethnic representation in the launch of a global product in the country.
A Highly Viral Campaign
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