Brand | COCA-COLA |
Product/Service | COCA-COLA |
Entrant | UM DUBAI, UNITED ARAB EMIRATES |
Category | INTEGRATED MEDIA CAMPAIGN |
Advertising Agency
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
UM DUBAI, UNITED ARAB EMIRATES
|
Entrant Company
|
UM DUBAI, UNITED ARAB EMIRATES
|
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
Credits
Dana Nahas |
Universal Media |
Client Business Partner |
Sherif Ghanem |
Universal Media |
Media Manager |
Jad Daou |
Universal Media |
Media Supervisor |
Mazen Sraj |
Universal Media |
Digital Supervisor |
Daniel Goerr |
FP7 DXB |
Chief Creative Officer |
Patrick Honein |
FP7 DXB |
Creative Director |
Tarek Ali Ahmad |
FP7 DXB |
Business Director |
Aya Shedid |
FP7 DXB |
Account Supervisor |
Tahaab Rais |
FP7 DXB |
Director Of Insights/Strategic Planning |
Joe Nicolas |
Universal Media |
Regional Strategy Director |