2014 Winners & Shortlists

The Campaign

The lack of teen-relevant platforms was holding Coca-Cola back. The brand needed to re-power the unique emotional promise of Coca-Cola by creating a teen-centric and emotionally resonant passion platform. Now, Coca-Cola has promised optimism since 1886. With our teen audiences, music opens happiness and is an exciting passion point. But, music is a new territory for Coca-Cola in the region, one that witnesses heavy activity and investment from other CSD brands such as Pepsi who are winning teens' share of heart (hence, share of wallet). As well as from other musical blockbuster programs such as Arab Idol, The Voice, Arab Got Talent and X Factor Arabia, who enjoy a higher spend and higher mass entertainment value. Winning share of heart and brand love from teens means being distinctive vs. competition, being relevant to their anxieties and giving them new and unique experiences. And that will deliver share of wallet.

Results

Music is a big passion point for Youth in the Middle East. But, they were divided in their love for two distinct musical genres, just like they were facing a struggle and a divide between two cultures: (1) Western, more progressive cultures and their music that was aspirational for them, and (2) Arabic traditions and music that they were proud of. So in 2012, Coca-Cola introduced Coke Studio as a unique and memorable Music platform that differentiated itself from other conventional music shows by creating a fusion of the two diverse musical worlds of the youth, for the very first time. In 2013, we needed to further engage with Coke Studio’s growing youth fan base as well as recruit more young fans to tune in to Coke Studio. We needed to make Coke Studio Season 2: More Cool. More Fun. More Youthful. More Interactive. We started by getting a new look and a fresh style – a new producer, a new studio design, 2 talented and youthful hosts, popular and trendy Middle Eastern and International artists, all of whom were loved by the youth and whose fusions would be more cool and exciting. We promoted Coke Studio season 2 through teasers on MBC, a TV film, iconic outdoors, radio highlights, digital interactive banners and social media buzz. On the show itself, we created 9 chartbuster fusion songs featuring our stars. To make the show more IMMERSIVE for fans we created innovative trans-media experiences linking TV to Social Media with segments such as The Box, The Jukebox Competition, The Web Corner, Artist takeovers of Coke Studio’s Facebook page. We also launched special retail promotions and on-ground activations to create more engagement with the show in real world environments. We also engaged promising street artists and demonstrated their fusion creations on YouTube.

We got a new dynamic look and style for Season 2, recruited the popular Hadii Sharara as our producer, selected 2 talented and cool hosts (Bruna Tohme + Abdul Fatah Grini) and ultimately, we partnered with Universal Music to get well-known, successful Middle Eastern and international artistes. We then promoted Coke Studio Season 2 through teasers on MBC that introduced our new hosts, TV promos on MBC, a TV film that promoted the new, young feel of Coke Studio, iconic outdoors that showcased the artists performing in every episode, radio, social media, immersive in-show experiences and multi-screen content and entertainment.

Coke Studio Season 2 further strengthened the Coca-Cola brand’s association with music, with fusion and with the youth: 1 / The Coke Studio Album made it to the top of the charts at Virgin Megastores. 2 / Songs from the album were heard in clubs in Europe and Far East. 3 / Top music stations in the region also featured those songs And they became the top-rated songs on iTunes in the Middle East, reaching the No. 1 spot several times. 4 / Facebook fans increased 200% in just 3 months. 5 / Our videos became the most trending videos in the region on video channels just hours after their release. 6 / Coke Studio became the 2nd highest rated program on MBC 4 during its airing. 7 / Coke Studio was also the 7th highest rated program across all TV channels during its airing. 8 / The promotion packs achieved a 19% volume growth. 9 / And overall, Coca-Cola’s brand love score with teens increased significantly in key markets: +4% in Saudi Arabia, +3% in UAE, and +47% in Jordan.