Brand | COCA-COLA |
Product/Service | COCA-COLA |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Event & Field Marketing |
Entrant Company
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
The Brief
Coca-Cola wanted to pilot a retail promotion to trigger sampling with 25% of a targeted teen base in the UAE, and generate talkability about the brand with teens.
Describe how the promotion developed from concept to implementation
On March 20 2013, The International Day of Happiness, Coca-Cola set out to prove that if the prevalent gloom in the Middle East was contagious, then happiness and laughter were even more contagious.
So, we built The Laughter Machine – a vending machine as an activation idea to promote trial of Coca-Cola, where we replaced money with sounds of laughter and happiness – and placed it in two key universities in the UAE – American University Sharjah and American University Dubai.
Describe the success of the promotion with both client and consumer including some quantifiable results
• In just 9 hours, 40% of students at American University Sharjah and 58% of students at American University Dubai sampled Coca-Cola.
• In just 2 days, the online video became the 2nd highest trending video.
• Over 1.2 million views across social media.
• Positive WOM:
o “Crazy way to make people laugh, smile, in a sad world” (Muhanad)
o “Very nice. It must be sent everywhere. Lovely” (Rabia)
o Thank you Coke. You brought happiness to students amidst tense pressure.” (Ipi)
o “Advertising done right.” (Ahmad)
o “This is the reason why I joined advertising. To do such things, Brilliant.” (Mariam)
• Contagious and will be implemented in universities across the UAE and the region in 2014.
Explain why the method of promotion was most relevant to the product or service
The Laughter Machine became a beacon of happiness - just like Coca-Cola.
As a meaningful distribution of happiness - both as a product and as a brand experience - it stayed true to Coca-Cola's purpose of doing work that matters.
And it became a social idea that brought teens together to share in happiness.
Overall, it created a positive difference for teens by giving them an excuse to be happy in times of gloom and unhappiness in the region.
Thus, becoming a cultural leadership direct engagement platform for Coca-Cola. And an excellent promotion solution for the product.
Credits
Paul Banham |
FP7/DXB |
Executive Creative Director |
Aunindo Anoop Sen |
FP7/DXB |
Associate Creative Director |
Gautam Wadher |
FP7/DXB |
Associate Creative Director |
Tahaab Rais |
FP7/DXB |
Head Of Insights And Strategy |
Tarek Ali Ahmed |
FP7/DXB |
General Manager |
Martin Yofre |
Momentum Dubai |
Business Director |
Tolga Cebe |
Coca/Cola |
Regional Marketing Manager |
Effie Kontopoulou |
Coca/Cola |
Marketing Manager Coca/Cola Trademark |
Islam El Dessouky |
Coca/Cola |
Group Brand Manager |
Amina Ijaz |
Coca/Cola |
Brand Manager |
Mazen Sraj |
UM |
Digital Account Manager |
Jad Daou |
UM |
Media Planner |
Sooraj Tr |
Momentum Dubai |
Ios Lead Developer |
Pankaj Nainwal |
Momentum Dubai |
Software Engineer |
Uday Desai |
Momentum Dubai |
Senior Tech Lead |
Dolly Saidy |
MINT MENA |
Managing Director |
Mario Atallah |
MINT MENA |
Director |
Karol Akl |
MINT MENA |
Agency Producer |