2013 Winners & Shortlists

Execution

CHALLENGE We introduced Coke Studio in the Middle East targeting the youth segment to strengthen their brand love through Music. We launched Coke Studio through a TV program where, in each episode, a popularArab artist collaborated with a popular International artist. And together they co-created beautiful and popular songs to demonstrate the power of fusion and how positive change can happen when tradition meets modernity and when people opened themselves to the world. To activate Coke Studio, our challenge was clear: How do we involve people in participating with the magic of fusion from the TV program? EXECUTION We picked Yara, a leading, popular Arab artist and in the spirit of witnessing the magic of Fusion, created an activation that the youth had yet to experience - A new idea in entertainment in the region: THE REGION'S FIRST LIVE & INTERACTIVE HOLOGRAM CONCERTS. We set up a concert-like environment with the stage, the viewing area, the engagement area. Finally, we created a completely believable computer-generated likeness of Yara that was projected onstage. And we gave users an opportunity to singwith the star resulting in a fusion duet that felt real and live. The hologram interaction created an effect that the youth were performing with her. All performances were watched live by thousands everyday and all videos were uploaded live on the YouTube channel. We also invited people to vote for those performances. The best ones were selected at winners. We also took the essence of the Hologram online where created a unique, one-of-a-kind Facebook application giving users an opportunity to sing with Yara, resulting in the region’s first-ever social media playlist. RESULTS + Tens of thousands of mall visitors watched the live hologram concerts, and over a thousand people participated. + YouTube channel and the videos overall got over 1,196,000 video views and 4,020 subscribers; and Twitter got over 7,000 followers, and over 400 fan content videos. + It's social media currency grew with its Facebook page reaching a 35% engagement score after just 10 weeks – a phenomenal rate – and its fans grew to 1.1 million with just the first Season. + Coke Studio's social content and experiences generated ‘Always On’ Brand conversations: 18,402 social media mentions with over 90% positive sentiments. 78% of those mentions praised the idea of fusion and collaboration. + Coca-Cola was associated more positively with music than before with a 51% increase. + On a business level, Coke Studio enabled Coca-Cola to increase its Brand Love Score with the UAE reaching 3.1 for the first time ever, while across the region, association with music grew by +6 points and brand favouritism grew by +2 points due to the positive association with music, a very positive growth for the brand Coca-Cola.