2016 Winners & Shortlists

HELLO HAPPINESS PHONE BOOTH

BrandTHE COCA-COLA COMPANY
Product/ServiceCOCA-COLA
EntrantY&R DUBAI, UNITED ARAB EMIRATES
CategoryCreative Effectiveness
Entrant Company Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency 2 PIXEL PLUS MEDIA Dubai, UNITED ARAB EMIRATES
Production Company DEJAVU Dubai, UNITED ARAB EMIRATES
Production Company 2 MANGO JAM STUDIO DUBAI, UNITED ARAB EMIRATES

Brief Explanation

In the Middle East, Coca-Cola is still competing for the position of market leader. In 2014, we set out to increase brand love amongst one of the UAE's largest consumer segments - South Asians. In a segment usually targeted with basic freebies and generic prizes, we needed an insight that our target could truly relate to. We found that majority of the segment was made up of blue collar workers who leave their families back home and come to the country to work for a better future - often on extremely low wages. So we created the Hello Happiness Phone Booths - booths powered by Coca-Cola bottle caps to help connect these workers to their families more often. The booths were installed in labour camps across the country and logged over 140,000 minutes, while an online video took the activation further with over 3 million views on YouTube, more than 14,000 tweets, 45,000 shares and 67,000 likes on social media. With over 820 million media impressions and an estimated PR value of more than 1.5 million dollars, Coca-Cola saw a 13.55% increase in brand love, as well as 6.7% more weekly drinkers amongst South Asians in the UAE. Though the booths were placed in labour camps to speak specifically to our target, the online video helped contribute to the overall brand image of Coca-Cola, reaching consumers from multiple tiers and around the world. The brand promise of 'open happiness' was ignited in a unique and insightful way, and organically extended across a wide range of platforms.

Credits

Name Company Role
Shahir Zag Y/R Dubai Chief Creative Officer
Ash Chagla Y/R Dubai Executive Creative Director/Creative Director
Kalpesh Patankar Y/R Dubai Executive Creative Director/Creative Director
Ash Chagla/Athina Afton Lalljee Y/R Dubai Copywriter
Kalpesh Patankar/Khaled Said Y/R Dubai Art Director
Munther Al Sheyyab Y/R Dubai Senior Strategic Planner
Emile Atallah Y/R Dubai Group Business Director
Nora Ferneine Y/R Dubai Account Director
Carl Ghossoub/Dima Malaeb Y/R Dubai Account Executive
Sam Eid/Subash Mishra Y/R Dubai Head Of Production/Post Production Supervisor
Ivar Siosteen/Larry Gueco/Jose Garcellano Pixel Plus Media Production Design Engineer/Technical Producer
Val Pasquil/Nikul Parek/Murkje De Paz Pixel Plus Media Technical Producer
Manasvi Gosalia/Neelay Shah Dejavu Executive Producer/DirectorTechnical Producer
Wilbur D'Costa/Brenton Afonso Mango Jam Studio Executive Producer/Composer
Islam El Dessouky Coca-Cola Middle East Integrated Marketing Communications Manager
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