2016 Winners & Shortlists

Brief Explanation

In the Middle East, Coca-Cola is still competing for the position of market leader. We needed to increase brand love amongst one of the UAE's largest consumer segments - South Asians. In a segment usually only targeted with basic freebies and generic prizes, we had to tap into an insight that our target could truly relate to.

The Campaign

The Wish Upon a Coke booths were installed at supermarkets and recreation areas frequented by our Asian target audience across the UAE. The Coke bottle cap-activated booths allowed people to record their wishes for their families back home. We then flew to India, Pakistan & the Philippines to make some of them come true, and created an online video capturing the phases of the activation across the world. The online video quickly became the topic of conversation in the UAE and beyond, and was picked up by multiple media channels in the days that followed.

Creative Execution

We ran an under the cap consumer promotion in Supermarkets across the country where all the prizes could be used to benefit the people back home and even shipped home for free. Simultaneously we installed wish booths that were powered by Coca-Cola bottle caps and placed them at supermarkets and popular recreation areas across the UAE, inviting people to record their wishes for their families back home. We then flew to India, Pakistan & the Philippines to make their wishes come true. We built wells in remote farming communities, fixed roofs on homes, secured education funds for children at local schools and started small businesses for families to run. 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 UAE population, and the world.

The consumer promotion ran for 1 month, and prizes were sent home for free to the winners’ home countries. The wish booth logged hundreds of wishes, while the online video took the activation even further with over 4 million views and shares across multiple social media platforms. In addition, over 8 million media impressions and an estimated PR value of 450,000 dollars helped contribute to a 33% increase in brand love, with a 15% increase in sales amongst South Asians in the UAE. Source: Coke Continuous Consumer Tracker 2015.