#WishUponACoke.
Coke’s brand love among Asians stood at 1.85 vs. Pepsi 2.75, the main challenge was to launch a promotion that would be holistic enough and inclusive to eventually affect the brand love index and sales.
If there’s one thing that ties Asians living in the UAE together, it’s the fact that most of them come here to work for a better life for their families back home. It's the single most reason why Asians decide to leave their family back home in pursuit to give a better life for them. Coke wanted to help and launched a multi-tier shopper campaign across the UAE with social at its heart.
Specially designed product labels carried our campaign message on Coca-Cola cans and family sized bottles. Through a simple under-the-cap/closure promo, Coke gave people the chance to win prizes that they can truly relate to, and spread happiness by rewarding them with prizes that make their families back home happy too.
Prizes up for grabs were airplane tickets to fly back home to see their families more often as well as mobile phones so they can call their families everyday.
We made danglers and door stickers for neighbourhood grocery stores to large promo island displays inside hypermarkets just like this one displayed special shrink wrapped promo cans.
Targeting the largest minority groups in the UAE, posters and POPs written in Hindi, Urdu and Filipino were produced and displayed in supermarkets near our target audience.
As part of Coca-Cola’s Wish Upon a Coke campaign, special Wish Booths activated by Coca-Cola bottle caps were installed around Dubai inviting UAE residents to make a wish for their families back home. Some wishes in India, Pakistan and the Philippines went on to become a reality.
To make a wish for their family back home, all they have to do is insert a Coke cap to activate the Coke Wish Booth machine.
A majority of Asians who live in the UAE take the public bus and the metro everyday. Strategically placed outdoor billboard including bus wraps were placed where our target audience are.
Specialty supermarkets were branded to ensure we target the right audiences.
Results
We helped increase the brand love score and uplift brand image amongst the Asian population in the UAE and beyond.
• Brand love increased by 33%
• Coca-Cola’s sales went up by 15% in comparison to the same period last year
• Over 137 million media impressions
• Over $460,000 PR value
• 4+ million YouTube views
The video was picked up in more than 100 blogs and publications such as Trend Hunter, Creativity-Online, Guerrilla Blog, Wonderful Brands and L'adn amongst others.
