2016 Winners & Shortlists

WISH UPON A COKE

BrandTHE COCA-COLA COMPANY
Product/ServiceCOCA-COLA
EntrantY&R DUBAI, UNITED ARAB EMIRATES
CategoryUse 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

Name Company Role
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