Bacardí Casa Música

A unique musical collaboration was born on the Hungarian music market. Its aim was to bring together musicians who reach 18–35-year-olds in a project that, through one of the most valuable marketing tools – cultural marketing – kept consumers engaged for more than half a year, appealing directly to their emotions and creating genuine commitment.

The participating artists, their works and the concert experiences offered a full insight into the musicians' lives. The concept delivered not only the biggest joint Hungarian line-up to date, new songs and consumer experiences, but also a curated selection of artists who are friends in everyday life, creating real value for the project. It was not just a brand-made collaboration, but a lifestyle every artist wanted to be part of.

The goal was for the brand to reach young people and to make the drink part of Hungarian festivals and parties, which is why we focused on the summer season. Results: the first joint hit of today's top artists, more than 7,000 viewers on the musica.hu website, over 4 million users reached by the content in total, and 5 outstanding tracks on YouTube and Spotify. The joint song made it into the top 3 of the Hungarian charts.

The participants' task was to connect the brand with music and their own emotions. The songs recorded in the branded studio – songs they could truly call their own – helped a lot, and most of the content was built around them.