Brand | COCA-COLA MIDDLE EAST |
Product/Service | COKE STUDIO |
Entrant | CHEIL MENA Dubai, UNITED ARAB EMIRATES |
Category | Use of social in a promotional campaign |
Entrant Company
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CHEIL MENA Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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CHEIL MENA Dubai, UNITED ARAB EMIRATES
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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
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 |