2016 Winners & Shortlists

Brief Explanation

In the Middle East, Coca-Cola is still competing for the position of market leader. We needed to increase brand love amongst one of the UAE's largest consumer segments - South Asians. In a segment usually only targeted with basic freebies and generic prizes, we had to tap into an insight that our target could truly relate to.

Results and Effectiveness

The consumer promotion ran for 1 month, and prizes were sent home for free to the winners’ home countries. The wish booth logged hundreds of wishes, 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.

Creative Execution

We created and installed wish booths powered by Coca-Cola bottle caps and placed them at supermarkets and popular recreation areas across the UAE where people could record their wishes for their families back home. We then made some of those wishes comes true in India, Pakistan & The Philippines. We built wells in farming communities, fixed roofs on homes, secured education for children at local schools and started small family businesses. The entire activation was filmed, and the online video that followed was posted to help spread both the idea and results with the rest of the UAE population.

Insights, Strategy and the Idea

We found that majority of the consumer 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 which they send home. So we created a promotion that rewarded them and their families.