| Brand | THE COCA-COLA COMPANY |
| Product/Service | COCA-COLA |
| Entrant | Y&R DUBAI, UNITED ARAB EMIRATES |
| Category | Live Experience |
|
Entrant Company
|
Y&R DUBAI, UNITED ARAB EMIRATES
|
|
Contributing Company
|
Y&R DUBAI, UNITED ARAB EMIRATES
|
|
Contributing Company 2
|
Y&R LABSTORE DUBAI, UNITED ARAB EMIRATES
|
|
Contributing Company 3
|
PIXEL PLUS MEDIA Dubai, UNITED ARAB EMIRATES
|
|
Production Company
|
CONCEPT VIEW MEDIA Dubai, UNITED ARAB EMIRATES
|
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.
The online video took our brand message beyond borders with over 4 million views shared across multiple social channels. In addition, over 8 million media impressions and an estimated PR value of more than $450,000 helped contribute to a 33% increase in brand love, with a 15% increase in sales amongst the Asian segment.
Credits
| Ash Chagla |
Y/R Dubai |
Executive Creative Director |
| Kalpesh Patankar |
Y/R Dubai |
Executive Creative Director |
| Joseph Bihag |
Y/R Labstore Dubai |
Executive Creative Director |
| Athina Afton Lalljee |
Y/R Dubai |
Copywriter |
| Nada Hassan |
Y/R Dubai |
Art Director |
| Rene Reda |
Y/R Dubai |
Group Business Director |
| Nora Ferneine |
Y/R Dubai |
Group Account Director |
| Dima Malaeb |
Y/R Dubai |
Account Manager |
| Munther Al Sheyyab |
Y/R Dubai |
Senior Strategic Planner |
| Sam Eid |
Y/R Dubai |
Head of Production |
| Subash Mishra |
Y/R Dubai |
Post Production Supervisor |
| Binnu Cherian |
Y/R Dubai |
Production Manager |
| Khushi Rawat |
Y/R Dubai |
Producer |
| Zaakesh Mulla |
Y/R Labstore Dubai |
Business Director |
| Frederico Beja/Dalia Abuzeid |
Concept View Media |
Director/Producer |
| Amina Ijaz |
Coca-Cola Middle East |
Group Brand Manager |
| Effie Kontopoulou |
Coca-Cola Middle East |
Marketing Manager |
| Tolga Cebe |
Coca-Cola Middle East |
Marketing Manager |
| Islam El Dessouky |
Coca-Cola Middle East |
Integrated Marketing Communications Manager |