2016 Winners & Shortlists

Brief Explanation

The Wish Upon A Coke campaign was not just a promotion where people won prizes. All prizes leveraged our insight and had an element that connected the winners to their families back home. Whether it was sending home the big prizes from the under the cap promotion, for free, or participating in the on-ground Wish Booth activation and being able to really do something meaningful to help your family. Through Coca-Cola, the target audience was able to help the people that mattered most to them, their families, and feel a moment of true happiness. After all, they leave their families behind to be able to provide for them, and in some small way, the brand helped them do that.

Creative Execution

In a segment usually targeted with basic freebies and generic prizes, we tapped into an insight that they could truly relate to and created a promotion led campaign that rewarded them and their families back home. We installed the Wish Upon a Coke booths powered by Coca-Cola bottle caps, and invited people to record their wishes for their families. We then flew to India, Pakistan & the Philippines to build wells, fix roofs, start small businesses and fulfill their wishes for their families. And through Coca-Cola they were able to help the people that matter most to them.

Results

Installed across the UAE, the wish booths gave hundreds of people a chance to make a wish for their families back home. Hundreds of wishes were made 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.