In 2020 we helped Crocs develop a "Come As You Are" music playbook with a "Sing your OWN tune" positioning - This came to life first in Korea with the launch of the 2021 BRING IT SING IT music contest.
We released a specially created backing track - written by Universal Music Korea star SAAY - and encouraged young Koreans to "BRING IT SING IT" with their own lyrics for the track. We pushed out the campaign on multiple UMK and artist-owned owned channels, fronted by six specially-created animated Crocs mascots, including SAAY herself.
The campaign generated over 260 entries, 3.3 million impressions and a total reach of 3.5 million - so far.
And the lucky winner will duet with SAAY on a re-recorded track - released worldwide and supported by Universal Music Korea with its own specially-created Crocs music video - Coming November 2021.