Held annually as an integral part of Chang Beer’s marketing initiative to reinforce the brand’s concept (“Live Like You Mean It”), Chang Music Contest gave the young generation a unique platform to use their artistic freedom in expressing their musical talent.

The contest drew 1,500 entries ( three times as many applicants than expected) and more than 2 million fans across all channels, while generating 84 million online searches and 131 million baht in earned media value. It also helped to achieve the target of boosting beer sales and strengthening the brand’s image among young consumers.


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