2010 Winners & Shortlists

The Campaign

Coca-Cola Light needed to increase brand awareness and affinity with women across the Middle East and found an opportunity through the platform of celebrity and trendiness when it was discovered that the CCL brand represents the same traits of optimism and trendiness that its target audience also embodies. The promotion grand prize of a $1 million dollar was appealing, but to really stand out and resonate with our target audience it had to become priceless. By turning the apartment into the Very Important Apartment - V.I.A. - we elevated the status to celebrity status and allowed us to offer women the opportunity to enter and engage in the world of celebrity glamour. To deliver on the promise of 'Very Important' the campaign took on the form of a fully integrated branded entertainment campaign, affording CCL the vehicle to credibly deliver the key to glamour to women across the Middle East.

Success of the Campaign

The VIA proved extremely successful not only in promotion results but also on the impact on the CCL brand. Close to one million women engaged with brand, including 630,000 SMS participations. 200,000 women were sampled in key markets. The website garnered over 43,000 visitors - 39,000 of them unique.Over 21,000 registrations were tracked with almost 100% data capture. Viewership of the show more than doubled during the promotion period, from 3.5% to 7.2% - reaching 7 million women in our target audience. A media investment of $360,000 generated airtime value of $10,000,000 - not including branding or mentions during the show. For CCL, key business indicators also increased, such as 'share of consumption' vs Diet Pepsi by 8%, share of &'trendiness' vs Diet Pepsi by 9%, and consumption intent vs Diet Pepsi by 2%.(Results are confidential).

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Through strong media negotiations, CCL produced a segment on a weekly TV show on MBC, the region's most viewed network. Every week celebrities visited the VIA to give exclusive interviews, autographs and leave special leave-behinds for the eventual winner. To win the VIA women needed to SMS, instructions of which could be found on MBC, the specially designed cans or on the VIA website, which also gave women the chance to see behind the scenes of the VIA. The thriving social media environment included Facebook, where fans could stay in touch and up to date; YouTube, where aired episodes could be viewed; and for the first time in the region, strong use of Twitter to tease about upcoming celebrity guests. The VIA was supported offline with outdoor and press plastered with how to win, in-store POS, targeted sampling in women specific locales, radio and outbound SMS keeping the VIA top-of-mind.