Coca Cola wanted to launch Coke Zero into the South African youth market and rebrand its popular music festival, previously known as the My Coke Fest, at the same time. It wanted to create yet another exciting experience around the event that encouraged students to attend as well as include Coke Zero among their favorite beverages. Youth Research Partner, Student Village created experiential Coke Zero Zones that were set on five top campuses around the country, targeting events aligned with rock music during the build-up to the festival. At the zones students could settle into comfy couches to enjoy their cans of Coke Zero, show off their talent by being a Guitar Hero or test their vocals on Song Star. They could also find out more about the festival, the band line-up, and ticket prices and availability. These experiential zones simulated the cool vibe students could look forward to at the Coke Zero Fest. Large quantities of Coke Zero were sampled across all five events.

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