Brand | COCA-COLA COMPANY |
Product/Service | COCA-COLA |
Entrant | UM DUBAI, UNITED ARAB EMIRATES |
Category | Use of Ambient Media: Large Scale |
Entrant Company: | UM DUBAI, UNITED ARAB EMIRATES |
Advertising Agency: | FORTUNE PROMOSEVEN Dubai, UNITED ARAB EMIRATES |
Media Placement: | UM DUBAI, UNITED ARAB EMIRATES |
Results and Effectiveness
Most importantly we have achieved our mission to create uplifting moments in our audiences' daily life.
Coca-Cola sales went up by 20% during the campaign period
Creative Execution
We created awareness by building & running an iconic TVC with the legends like Omar El Sherif, Yasser Al Qahtani & Karl Wolf whose presence was a big surprise in line with the core BRRR effect.BRRR was everywhere,on the streets on large,medium & small outdoor formats;special icicle Di-cuts were used to bring out the icy cold refreshing feeling;in-store on shopper media was used.BRRR iceberg was built to float in the Arab Gulf Sea which was considered the icon of refreshment
2nd,we created experiences through on ground displays which were responsible for sampling over 450K cans of Coca-Cola allowing the audience to express their BRRR.We have linked this experience to our facebook page.
3rd, Boost WOM and engage the audience using Digital and Social media through Display Banners, Facebook Application, Digital competition allowing the audience to upload and share their BRRR moments and spread the idea virally
Insights, Strategy and the Idea
Our objective with this campaign was to increase volume by 15% in the cans and glass bottles category. We also wanted to make Coca-Cola the desirable refreshing brand for teenagers in the summer.
The soft drink category is widely dominated by PEPSI in terms of Market share and Media spends.
Our key idea drivers were first Coca-Cola's global mission to "Open Happiness" offering inspiring moments of uplift everyday; second was the fact that teens life in the hot Gulf Summers becomes boring and any opportunity of uplift and entertainment becomes a fun time.
Our idea was to create an uplifting benefit.. Physically and emotionally. To give the consumer an experience that was genuine and real – YET surprising and Contagious
The idea was brought to life with a simple 'BRRR'
Sounds Funny and cool!
Derives shivering and icy cold feeling!
Promotes spontaneity!
& Delivers refreshment!
Credits
Dana Nahas |
UM Dubai |
Group Media Director |
Assaad Kassis |
UM Dubai |
Media Director |
Shadi Braish |
UM Dubai |
Media Director |
Omar Katerji |
UM Dubai |
Media Manager |
Sherif Ghanem |
UM Dubai |
Media Manager |
Jad Daou |
UM Dubai |
Senior Media Planner |
Neha Khandwani |
UM Dubai |
Media Planner |
Hiba Andari |
UM Dubai |
Buying Director |
Fadi Shallah |
UM Dubai |
Media Buying Manager |
Tarek Ali Ahmad |
Fortune Promoseven |
Business Unit Director |
Daniel Georr |
Fortune Promoseven |
Chief Creative Officer |
Hana Zarour |
Fortune Promoseven |
Account Supervisor |
Alston D’sa |
Fortune Promoseven |
Senior Account Executive |
Sulaiman Al Chair |
Fortune Promoseven |
Art Director |
Mirza Ali Baig |
Coca-Cola |
Integrated Marketing Communications Manager |
Linford Quadros |
UM Dubai |
Sr. Media Operations Executive |
Fatma Battikh |
The Coca-Cola Company |
Brand Manager |
Abbas Arslan |
The Coca-Cola Company |
Marketing Manager |