2015 Winners & Shortlists

Creative Execution

We created phone booths that were powered by Coca-Cola bottle caps and placed them at labour camps across the UAE, inviting workers to enjoy a free 3-minute international call for every bottle cap used. The entire activation was filmed, and the online video that followed was posted to help spread both the idea and results with the rest of the region, and world.

The booths brought workers a few minutes of happiness sourced directly from Coca-Cola, therefore increasing affinity and love for the brand. Installed across the UAE, they logged over 140,000 minutes, while the online video took the activation even further 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).

In 2014, we set out to increase brand love amongst one of the UAE’s largest consumer segments – South Asians. In a segment usually targeted with basic freebies and generic prizes, we needed an insight they could truly relate to. We found that majority of our target was made up of blue collar workers who leave their families back home and come to the country to work for a better future – often on extremely low wages. So we created a way to connect them to their families more often, while keeping our product at the heart of the idea.