Alternative mediums, especially digital content, are becoming increasingly popular in the Middle East. With most mass communication having to adhere to general cultural guidelines, brands are looking to alternative mediums in order to reach various target markets with tailor-made content and solutions.
The Hello Happiness Phone Booths were installed in labour camps across the UAE during the first quarter of 2014. The booths logged over 140,000 minutes, and we created an online video capturing the activation and the many genuine responses it received from the labourers. The online video quickly became the topic of conversation in the UAE and beyond, and was picked up by multiple media channels in the days that followed.
The video capturing the Hello Happiness Phone Booth activation taps into a key insight that people living in the region are well aware of and can relate to. Thousands of labourers come to the Gulf every year to work for a better future with low wages, often leaving their families behind. There is an existing sense of compassion felt by the general public in the region for this particular segment, which lead to their interest and support of the activation and online video.
The online video took our brand message beyond borders with over 3 million views, 14,000 tweets, 45,000 shares and 67,000 likes. In addition, over 820 million media impressions and an estimated PR value of 1.5 million dollars helped contribute to a 13.55% increase in brand love, with 6.7% more weekly drinkers amongst South Asians in the UAE.
Source: Coke Continuous Consumer Tracker 2014 & MEMAC Ogilvy PR (approved by MEPRA).