2016 Winners & Shortlists

WISH UPON A COKE

BrandTHE COCA-COLA COMPANY
Product/ServiceCOCA-COLA
EntrantY&R DUBAI, UNITED ARAB EMIRATES
CategoryLive 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

Name Company Role
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