2013 Winners & Shortlists

Results and Effectiveness

- More than 30,000 visits to the Coke Studio Hologram Contest - More than 2,000 uploads on the Coke Studio Hologram Contest (show)

Creative Execution

In partnership with the leading channels, a TV program of 9 episodes was created. Combinations of large and small formats were used to maximize awareness and frequency. Both formats were rolled out in key high traffic areas in two stages in the form of a teaser & reveal-er. Formats such as Billboards, Lampposts, Rooftop, Mupis, Bridge Banners & buses were used in KSA, UAE, Jordan, Kuwait, Oman & Egypt. To further involve consumers in the real world we created the region’s first Hologram. Over 2 weekends, in key malls in the UAE, fans were able to record a live song with Yara’s Hologram. The “show” took place before an audience, resulting in a concert-like live audience and an endless flow of over 300 fan generated videos on Youtube. The best performances were crowned as winners – Coke Studio branded Beats Headsets.

Insights, Strategy and the Idea

Insight: To the Arab youth, music is an effective mean to express an innate desire to be seen positively by the world through a message of unity, collaboration & optimism. This led us to the big idea of creating a brand new program - Coke Studio. The Challenge: We wanted the Youth to feel part of the Coke Studio Program by more than just watching the Show, we wanted consumer involvement.