2010 Winners & Shortlists

Results and Effectiveness

Please see results under "Confidential Information". “Style & Stars” viewership more than doubled during the VIA promotion, from 3.5% to 7.2%, (7 million viewers). The airtime exposure generated 6,691 GRPs in KSA and 5,350 in the UAE, with a reach of 78% at +1 and 76% at +3.

Creative Execution

Offering an apartment wouldn’t suffice for it to stand out or be appealing– it had to acquire its own celebrity status to start becoming interesting. It had to become The Very Important Apartment (V.I.A.) and only a fully integrated branded entertainment campaign could deliver on this promise. Through strong media negotiations, CCL produced an independent segment on the popular show Style & Stars on MBC, the most watched network in the region. Normally shot in Beirut, the crew flew to the VIA in Dubai where 10 episodes were filmed, with celebrities visiting the VIA, giving exclusive interviews and leaving special gifts for the eventual winner. 3 Finalists were flown to Dubai, with VIP treatment, for the special hour long extended finale where the winner was announced. Supporting the VIA show was strong outdoor presence, press, SMS broadcasts, sampling, an vibrant interactive website and a thriving social media environment.

Insights, Strategy and the Idea

Coca-Cola Light needed to increase brand awareness and engagement, by increasing the perception of CCL as the trendy brand that releases womens’ inner-sparkle. Faced with tough historical competition and a cluttered marketplace during the summer’s peak promotion period, CCL needed to stand out. Despite the appealing grand prize of a $1 million apartment, to reach their target audience, CCL needed to appeal to their love for all things glamour and celebrity. CCL needed to draw on the fact that it embodies the traits of optimism and trendiness that these women aspire to and needed to deliver the promotion through an equally fitting vehicle that would add to the perception of glamour and make it the most desirable prize.