Past Winners

2015 Winners & Shortlists

2015 Branded Content & Entertainment

HELLO HAPPINESS PHONE BOOTH

Grand Prix

Case Film

ClientTHE COCA-COLA COMPANY
ProductCOCA-COLA
EntrantY&R DUBAI, UNITED ARAB EMIRATES
Type of EntryBranded Content & Entertainment
CategoryNon-Fiction: series or film
TitleHELLO HAPPINESS PHONE BOOTH
Product/ServiceCOCA-COLA
Entrant Company Y&R DUBAI, UNITED ARAB EMIRATES
Contributing Company Y&R DUBAI, UNITED ARAB EMIRATES
Contributing Company 2 PIXEL PLUS MEDIA Dubai, UNITED ARAB EMIRATES
Media Agency UM MENA Dubai, UNITED ARAB EMIRATES
Production Company DEJA VU Dubai, UNITED ARAB EMIRATES
Production Company 2 MANGO JAM STUDIO DUBAI, UNITED ARAB EMIRATES

The Campaign

Alternative mediums, especially digital content, are becoming increasingly popular in the Middle East. With most mass communication having to adhere to general cultural guidelines, brands are looking to alternative mediums in order to reach various target markets with tailor-made content and solutions.

Results

The Hello Happiness Phone Booths were installed in labour camps across the UAE during the first quarter of 2014. The booths logged over 140,000 minutes, and we created an online video capturing the activation and the many genuine responses it received from the labourers. The online video quickly became the topic of conversation in the UAE and beyond, and was picked up by multiple media channels in the days that followed.

The video capturing the Hello Happiness Phone Booth activation taps into a key insight that people living in the region are well aware of and can relate to. Thousands of labourers come to the Gulf every year to work for a better future with low wages, often leaving their families behind. There is an existing sense of compassion felt by the general public in the region for this particular segment, which lead to their interest and support of the activation and online video.

The online video took our brand message beyond borders with over 3 million views, 14,000 tweets, 45,000 shares and 67,000 likes. In addition, over 820 million media impressions and an estimated PR value of 1.5 million dollars helped contribute to a 13.55% increase in brand love, with 6.7% more weekly drinkers amongst South Asians in the UAE. Source: Coke Continuous Consumer Tracker 2014 & MEMAC Ogilvy PR (approved by MEPRA).

Credits

Name Company Position
Shahir Zag Y&R Dubai Chief Creative Officer
Shahir Zag Y&R Dubai Creative Director
Ash Chagla Y&R Dubai Executive Creative Director/Creative Director
Kalpesh Patankar Y&R Dubai Executive Creative Director/Creative Director
Ash Chagla Y&R Dubai Copywriter
Athina Afton Lalljee Y&R Dubai Copywriter
Kalpesh Patankar Y&R Dubai Art Director
Khaled Said Y&R Dubai Art Director
Emile Atallah Y&R Dubai Group Business Director
Nora Ferneine Y&R Dubai Account Director
Carl Ghossoub/Dima Malaeb Y&R Dubai Account Executive
Sam Eid/Subash Mishra Y&R Dubai Head Of Production/Post Production Supervisor
Ivar Siosteen/Larry Gueco/Jose Garcellano Pixel Plus Media Production Design Engineer/Technical Producer
Val Pasquil/Nikul Parek/Murkje De Paz Pixel Plus Media Technical Producer
Manasvi Gosalia/Neelay Shah Dejavu Executive Producer/Director
Wilbur D'costa/Brenton Afonso Mango Jam Studio Executive Producer/Composer
Islam El Dessouky Coca-Cola Middle East Integrated Marketing Communications Manager
Amina Ijaz Coca-Cola Middle East Brand Manager
Effie Kontopoulou Coca-Cola Middle East Marketing Manager
Tolga Cebe Coca-Cola Middle East Marketing Manager/Middle East
Munther Al Sheyyab Y&R Dubai Strategic Planner
Antoine Tayyar Coca-Cola Middle East Director Public Affairs & Communications