2013 Winners & Shortlists

Results and Effectiveness

- 3rd ranked program on TV - Over 740k fans on Facebook - 4th most popular page amongst regional beverage Facebook pages - 3rd most popular page out of regional TV music shows - A massive amount of un-solicited PR - 400% ROI - 16% increase in brand love, 54% increase in consumption intent, 40% increase in weekly usage, 46% increase in refreshing attributes, as well as an increase of 51% in positive association with music

Creative Execution

In partnership with the leading channels in the Arab world, a unique TV program was created. In every episode of Coke Studio, one Arab and one International artist blended their diverse musical styles and vocals to record a song born from the unique fusion. Coke Studio was executed on multiple platforms- Facebook shared exclusive photos, videos, and behind the scenes news; a YouTube channel showcased all the videos, songs, and highlights; a Twitter account kept fans updated; dedicated time segments on key radio channels were secured to air the program, songs and discussions; and targeted outdoor was used to increase reach and awareness. A Facebook application, Coke Studio & Me, allowed users to co-create a song with Yara using their webcams and microphones. Bringing this online interaction to the real world, we created the region’s first hologram, letting fans record a live song with Yara in a live concert-like show.

Insights, Strategy and the Idea

The Challenge: To build & maintain Coca-Cola’s association with music in a media landscape dominated by 4 major platforms; all of which are sponsored and affiliated with cash rich competition 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