On Friday 29 December, music lovers in Cape Town turned their everyday strolls around the city into an immersive and vibrant musical journey with Schweppes’ latest innovation: “The Social Sound.” What was designed to be a social audio experience turned into a social revolution.
According to a survey by the music lifestyle brand Sol Republic 73% of people use headphones to escape the Schweppes flipped the script. As a brand, Schweppes encourages people to live as they were born: social. A ground-breaking collaboration with Amapiano sensation Daliwonga transformed a routine Instagram live-stream call-to-action into a real-life treasure hunt. The goal? To find your way to a secret location and be part of an incredible, exclusive music event.
Fans were teased with a snippet of Daliwonga’s hit “Howa You,” and the only way to uncover the event’s secret location was for fans to make their way to one of two pick-up points in the city, grab a pair of headphones, listen and follow the music.
Here’s where the magic happened: as fans roamed the streets of Cape Town, their headphones became a 3D soundscape navigator. The music’s volume and clarity changed based on their location, guiding them towards the pulsing heart of the event.
The closer they got, the louder and more immersive the beat became. It was like following a musical breadcrumb trail, leading to an exclusive live performance by Daliwonga, supported by DJ Le Soul, Scorpion Kings (DJ Maphorisa and Kabza De Small) as well as Fizz and Shai-A. Guests were also treated to Schweppes beverages, bespoke cocktails and canapes.
Pietro Pio Cirsone, Global Creative Strategy Director at The Coca-Cola Company said: “As an icon of any socialising occasion, Schweppes wants to restate the importance of getting together in real life. The idea is to disrupt one of those moments – screens’ over-scrolling – encouraging people to rediscover the joy of genuine socialisation in real life instead of on their phones.”
“Schweppes has always celebrated the joy derived from real life connections,” says Ramokone Ledwaba, Senior Marketing Director at Coca-Cola Africa. “Indeed, we are inherently social creatures. We urge everyone to break free from the norm’s confines and embrace the exhilaration of new experiences. ‘The Social Sound’ was our invitation to step out, explore, and rediscover the thrill of togetherness in the beautiful city of Cape Town.”
The campaign and experience was created by WPP Open X, led by Grey and the sound engineering was provided by Yessian who handled sound engineering for the project, added: “We broke down Daliwonga’s track into layers, each part revealing itself as fans moved closer to the destination. The journey was not just a walk but a build-up of excitement, anticipation, and music that led to an electrifying live show.”
Headphones became more than just audio devices. With Schweppes, every beat was a step towards a new social experience. Welcome to ‘The Social Sound’ – where music met the streets, and headphones became personal guides to the city’s heartbeat and place to live as we were born: social.
For more information, visit Schweppes: for the Experienced on YouTube and on Instagram.
