2010 Winners & Shortlists

The Brief

Considering the tough historical competition, Coca-Cola Light needed to reach out to women in the region by positioning CCL as the trendy brand that releases womens’ inner sparkle, drawing on the fact that CCL embodies the same traits of optimism and trendiness that the target audience also represent. The apartment up for grabs in the promotion needed to become elevated to celebrity status for it to cut through and be of prized desire. It was critical for the campaign vehicles to trigger women’s appetite for celebrity and to recognize their independence by creating direct connections in places they already inhabit.

Creative Execution

A fully integrated branded entertainment campaign hadn’t been achieved in the Middle East previously and by offering both a priceless experience and priceless apartment, the VIA stood out in a real estate and promotion saturated market. The pairing with a show that promoted fashion and glamour cemented CCL’s trendy positioning. By giving the target audience the opportunity to directly interact with the VIA - whether by winning access to the taping of the show, through social media or winning the VIA. - CCL was helping women fulfill their affinity for the world of celebrity and glamour.

Describe the creative solution to the brief/objective.

To bring the Very Important Apartment into the homes of Arab women, CCL produced a dedicated segment on a popular existing weekly show on MBC. To elicit engagement, CCL followed fashionable women everywhere they went. Targeted online advertising helped drive to the VIA website, which offered women a chance to visit the VIA and catch behind the scenes glimpses. A rich online social media environment created a dialogue through Facebook, YouTube and for the first time extensively in the region, Twitter. Sampling activities took over streets, salons and spas, while special invitation-only events were hosted at the VIA.

Results

Close to one million women were recorded to engage with CCL during the promotion period. Over 630,000 SMSs were sent by women participating in the promotion to win the VIA. The website garnered over 43,000 visitors – 39,000 of them unique – as well 21,000 registrations with almost 100% data capture. Over 200,000 women were sampled in specific locales such as spas, salons and malls in key markets. (see confidential results below).