2015 Winners & Shortlists

COKE STUDIO INSTAFUSION

BrandCOCA-COLA MIDDLE EAST
Product/ServiceCOKE STUDIO
EntrantCHEIL MENA Dubai, UNITED ARAB EMIRATES
CategoryUse of social in a promotional campaign
Entrant Company CHEIL MENA Dubai, UNITED ARAB EMIRATES
Advertising Agency CHEIL MENA Dubai, UNITED ARAB EMIRATES

The Brief

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 our existing fans to experience the brand and stay connected.

Describe how the promotion developed from concept to implementation

We connected with our young fans 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 their own fusion.

Describe the success of the promotion with both client and consumer including some quantifiable results

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, limited data is 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. Instagram Total No. of likes on Instafusion images: 1000 likes Total No. of Comments: 25 Facebook (3 posts) Total Reach: 232,392 Total Interactions (likes, comment & shares): 10,114

Explain why the method of promotion was most relevant to the product or service

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. As part of our strategy to stay connected with our fans through social media, we created an activity that enabled them to interact with the brand beyond the show and create their own fusion. Since Instagram we was the most popular social media channel among our target audience, we transformed the photo-sharing app into a music-mixing platform that gave fans the opportunity to enjoy 64 unique music combinations.

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