2016 Winners & Shortlists

TAKING HOME HAPPINESS

BrandTHE COCA-COLA COMPANY
Product/ServiceCOCA-COLA
EntrantY&R DUBAI, UNITED ARAB EMIRATES
CategoryUse of Ambient Media: Small Scale
Entrant Company Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency 2 Y&R LABSTORE DUBAI, UNITED ARAB EMIRATES
Advertising Agency 3 PIXEL PLUS MEDIA Dubai, UNITED ARAB EMIRATES
Production Company CONCEPT VIEW MEDIA Dubai, UNITED ARAB EMIRATES

Brief Explanation

Since 2013, Coca-Cola has continued to target one of the UAE's largest demographics: South Asians, and in 2014, we wanted to seize the opportunity to build brand love. Many South Asians come to Dubai to provide for their families, often earning some of the country's lowest wages, making it hard for them to visit home often. But when they do, they carry lots of presents, often leading to excess baggage that they can't afford. So we used Coca-Cola bottles to deliver a special Christmas surprise by turning bottle labels into luggage tags for a free extra 5 kilos.

Results and Effectiveness

100 bottles of happiness were given to passengers on their way home for the holidays to the Philippines, India and Pakistan – totalling in 2,500 kilos of free excess baggage. A video of the activation was then shared online, taking it even further on social media, especially amongst South Asians, with over 1 million views. Several local and international websites and online publications also covered the activity.

Creative Execution

The bottles were distributed at the Dubai International Airport on the 22nd of December, and a video of the activity was shared online soon after. The video went on to spread the happiness even further, quickly getting noticed by online publications and on social media around the world.

Insights, Strategy and the Idea

We focused on the holiday season – a peak time of the year when expats visit home. And by choosing the Dubai International Airport as our channel, we were able to reach our target in a situation where they were facing issues with excess baggage.

Credits

Name Company Role
Shahir Zag Y/R Dubai Chief Creative Officer
Ash Chagla Y/R Dubai Executive Creative Director
Kalpesh Patankar Y/R 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 Account Director
Dima Malaeb Y/R Dubai Account Executive
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
Joseph Bihag Y/R Labstore Dubai Executive Creative Director
Zaakesh Mulla Y/R Labstore Dubai Business Director
Amina Ijaz Coca-Cola Middle East Group Brand Manager
Sherif Nashed Coca-Cola Middle East Brand Manager
Effie Kontopoulou Coca-Cola Middle East Marketing Manager
Tolga Cebe Coca-Cola Middle East Marketing Manager
Frederico Beja Concept View Media Director
Dalia Abuzeid Concept View Media Producer