2014 Winners & Shortlists

Results and Effectiveness

• Season 2 CD ranked number 1 music album on iTunes • Several of program songs were ranked number one on iTunes for several weeks • 2 million new Facebook fans in less than 30 months • 21 million video views on YouTube channel (600% increase versus Season 1 ) • Program average rating (13) was highest ever achieved on MBC 4 on that day and time – increased channel’s average time segment rating by 300% • 2nd highest rated program on MBC 4 during airing • 7th highest rated program across all TV channels during airing • 45K+ submissions on Jukebox App • Engagement rate of 1.32% on Facebook

Creative Execution

• 32 second TVCs on primary channels to drive Coke’s association with music; 37 second thematic TVC featuring Mohamed Hamaki • Radio spots and RJ mentions ran on numerous stations, airing every week’s fusion song and inviting listeners to join fusion music discussions • Large and small outdoor formats used across several locations in key markets: mupis, lampposts, megacoms, LED screens, hoardings, megatowers • On-ground activations in UAE, Jordan and Kuwait invited people to listen to fusion music on Coke Studio Jukebox and take part in fusion fun • Comprehensive digital activation using display, search, user-generated content and social media: Coke Studio Facebook page, YouTube channel, Twitter page, microsite, featuring show’s songs, episode photos, key highlights, behind the scenes footage, interactive dialogue, social media support from the artists, and more • “Jukebox App” incorporated within each episode directed viewers to Coke Studio Facebook page driving engagement through questions and prizes

Insights, Strategy and the Idea

The objective was to make Coke the no 1 brand associated with music amongst teens in the Middle East who drink Pepsi and believe that Pepsi is the brand that owns music. Pepsi until recently had the strongest association with music through various sponsorships including the popular Arab idol. Culturally, teens have been struggling between two worlds - staying true to a world of Arabic culture and pride while at the same time aspiring for the joys of the western world. Music is a major passion point of youth in the Middle East as it allows teens to connect more closely with one another, creating and strengthening friendships and helping them shape and express their identities. Coke Studio emphasizes that we can open up and embrace the rest of the world without compromising on our Arabic roots, values, and identity, and that balancing the best of both worlds is possible.