Brand | COCA-COLA MIDDLE EAST |
Product/Service | COKE STUDIO |
Entrant | CHEIL MENA Dubai, UNITED ARAB EMIRATES |
Category | Use of Social Media Campaign |
Entrant Company
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CHEIL MENA Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
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CHEIL MENA Dubai, UNITED ARAB EMIRATES
|
Results and Effectiveness
We created a way to mix music using Instagram’s native features, a simple and unconventional way to use a photo-sharing app. So far the response has been extremely positive, but because Coke Studio InstaFusion was recently launched, the data is not available.
Creative Execution
We turned Instagram into an intricate music-mixing platform. Users flipped through images and tapped tags to mix harmonies, rhythms and melodies. For our fans, Coke Studio InstaFusion was a simple experience, but behind the scenes it was complex. We created 85 channels (interconnected through tags), uploaded 710 images, and composed 64 music tracks to create a music mixer that gave fans the opportunity to enjoy 64 unique music combinations. Since everything was executed on Instagram, Coke Studio InstaFusion was an extremely cost effective project that aside from the music compositions, required zero-budget.
To drive fans to Coke Studio’s Instagram channel, we created awareness on Coke Studio’s Facebook and Twitter channels. Since everything was executed on Instagram and supporting social media channels, Coke Studio InstaFusion was an extremely cost-effective project that aside from the music compositions, required zero-budget.
Insights, Strategy and the Idea
Coke Studio is a TV show that’s all about bringing musicians from the Arab and Western world together to create a fusion of music and culture. It connects with our young target audience who identify themselves as Arab yet are influenced by the west.
Since Coke Studio airs only two months out of the year, as soon as the show ends, fans disconnect. As part of our social media strategy to keep the dialogue going, we wanted to create a fun activity that would enable fans to experience the brand and stay connected. So we connected with them on the most popular social media channel, Instagram, and gave them the opportunity to use it in a whole new way—to mix music and create a fusion.
Credits
Omar Al Jabi |
Cheil MENA |
Creative Director |
Bosky Cherin |
Cheil MENA |
Associate Creative Director |
Baher Raouf |
Cheil MENA |
Associate Creative Director |
Santosh Singh |
Cheil MENA |
Creative Services Manager |
Amr Elkouedy |
Cheil MENA |
Digital Art Director |
Jagal Gopinath |
Cheil MENA |
Digital Art Director |
Marcia Johnston |
Cheil MENA |
Copywriter |
Hussein Kaddaha |
Cheil MENA |
Arabic Copywriter |
Rikn Ong |
Cheil MENA |
Digital Designer |
Jyo John Mulloor |
Cheil MENA |
Senior Visualiser |
Musa Kazim Acun |
Cheil MENA |
Graphic Designer |
James Tan |
Cheil MENA |
Senior Copywriter |
Sharon Mempin |
Cheil MENA |
Graphic Designer |
Anis Zantout |
Cheil MENA |
Digital Director |
Helen Rankin |
Cheil MENA |
Sr. Digital Account Manager |
Sawsan Fahim |
Cheil MENA |
Asst. Digital Account Manager |
Mona El Breidi |
Cheil MENA |
Senior Social Media Executive |
Sunil John |
Cheil MENA |
Senior Social Digital Manager |
Mohammad Naheemuddin |
Cheil MENA |
Senior Digital Manager |
Yara Hamarneh |
Cheil MENA |
Digital Strategist |
Mihailo Rsumovic |
Cheil MENA |
Digital Technologist |