Brand | THE COCA-COLA COMPANY |
Product/Service | COCA-COLA |
Entrant | Y&R DUBAI, UNITED ARAB EMIRATES |
Category | Use of Promotional Stunts/ Live Advertising / Live Shows / Concerts & Festivals |
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
|
The Brief
In the Middle East, Coca-Cola is still competing for the position of market leader, which is why we needed to find a long-term solution in order to reach our goal. Following on from our 2014 campaign specifically targeting Blue-Collar workers, the 2015 campaign targeted a much wider segment – all South Asians. Our objectives were three-fold: Increase brand love and value among the Asian population in the UAE / Increase Coca-Cola’s sales and market share amongst the Asian segment / Implement a fresh, new way of communicating the brand’s promise.
Creative Execution
Usually targeted with basic freebies and generic prizes, this segment is made up of people who leave their families and come here so they can provide for them – on extremely low wages, which they send home every month. So we created a promotion led campaign that rewarded them and their families. The ‘Wish Upon a Coke’ campaign had two parts, a month long in-store under the cap promotion where the big prizes could be sent back home for free. And on-ground activation where we installed wish booths that were powered by Coca-Cola bottle caps, where we invited people to record their wishes for their families. We then flew to India, Pakistan & the Philippines to make some of their wishes come true. Wishes like building wells, fixing roofs, education funds for children and creating small businesses. An online video documenting the activation spread our message and the promotion even further.
Describe the success of the promotion with both client and consumer including some quantifiable results
The consumer promotion ran for 1 month, over xxx 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.
Explain why the method of promotion was most relevant to the product or service
The Asian population in Dubai spends long periods of time away from their families, so Coca-Cola wanted to create a promotion led campaign that rewarded them and their families back home. The ‘Wish Upon a Coke’ campaign had two folds, an in-store promotion and an activation. The under the cap promotion in-store encompassed special branded selected SKUs while the activation took place in supermarkets and recreational areas frequented by the target. We installed wish booths that were powered by Coca-Cola bottle caps and invited people to record their wishes for their families back home. We then flew to India, Pakistan & the Philippines to make some of their wishes come true. We built wells in remote farming communities, fixed roofs on homes, secured education funds for children at local schools and started small businesses for families to run.
Credits
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 |
Omar Jaafar |
Y/R Dubai |
Account Manager |
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 |