2016 Winners & Shortlists

The Brief

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.

Creative Execution

Staying true to our brand promise of 'open happiness', the special bottles helped bring happiness to passengers during the holiday season. On the 22nd of December, 2014, we went to one of the busiest airports in the world, Dubai International Airport, and found people struggling at check-in counters to give them a surprise.

Describe the success of the promotion with both client and consumer including some quantifiable results

100 bottles of happiness were given to passengers on their way home for the holidays to the Philippines, India and Pakistan – totaling 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.

Explain why the method of promotion was most relevant to the product or service

During the holiday season, we held an activation at the Dubai International Airport and used Coca-Cola bottles to deliver a special Christmas surprise. We turned bottle labels into luggage tags for a free extra 5 kilos. 100 bottles of happiness were given to passengers on their way home for the holidays to the Philippines, India and Pakistan.