2015 Winners & Shortlists

COKE STUDIO INSTAFUSION

BrandCOCA-COLA MIDDLE EAST
Product/ServiceCOKE STUDIO
EntrantCHEIL MENA Dubai, UNITED ARAB EMIRATES
CategoryMobile games
Entrant Company CHEIL MENA Dubai, UNITED ARAB EMIRATES
Advertising Agency CHEIL MENA Dubai, UNITED ARAB EMIRATES

Creative Execution

We turned the mobile app 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.

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. Since everything was executed on Instagram, Coke Studio InstaFusion was an extremely cost-effective project that aside from the music compositions, required zero-budget.

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 Instagram, the most popular social media channel since it is primarily used on mobile devices. We gave our fans an opportunity to use Instagram in a whole new way—to mix music and create a fusion.

Credits

Name Company Role
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
Links
Mobile URL