The challenge: Coca-Cola wanted to introduce Coke Light into the Middle East, targeting outgoing young women across the region, and they wanted to make a big splash doing it.
The solution: I led development of a broad region-wide integrated brand activation campaign which centered around the giveaway of the Very Important Apartment (VIA) in a ritzy district of Dubai. The importance of getting the word out throughout the region to our glamorous audience led us to introduce Branded Entertainment to the Middle East – we paired Coca-Cola with the GCC’s most-watched entertainment program Style & Stars, working together with them to involve some of the region’s biggest stars and socialites in the Coke Light VIA program.
The results: The campaign generated a massive amount of customer interaction for the region, including: 630,000 text messages sent by customers; 200,000 product samples given out at locations across multiple countries; the Coke Light VIA website had 39,000 unique visitors, and 21,000 online registrations; social media results included 4,245 new YouTube followers, 453 new Twitter followers and 391 new Facebook followers.
My functions: Campaign Strategy, Brand Messaging, Creative Direction, Content Creation.