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HELLO HAPPINESS PHONE BOOTH

Grand Prix

Case Film

Presentation Board

ClientTHE COCA-COLA COMPANY
ProductCOCA-COLA
EntrantY&R DUBAI, UNITED ARAB EMIRATES
Type of EntryPR: Product & Service
CategoryFast moving consumer goods
TitleHELLO HAPPINESS PHONE BOOTH
Product/ServiceCOCA-COLA
Entrant Company Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency Y&R DUBAI, UNITED ARAB EMIRATES
Media Agency UM MENA Dubai, UNITED ARAB EMIRATES
PR Agency MEMAC OGILVY PR Dubai, UNITED ARAB EMIRATES
Production Company DEJAVU Dubai, UNITED ARAB EMIRATES

The Campaign

In the Middle East, Coca-Cola is still competing for the position of market leader. In 2014, we set out to increase brand love amongst one of the UAE’s largest consumer segments – South Asians. In a segment usually targeted with basic freebies and generic prizes, we needed an insight that our target could truly relate to. We found that majority of the segment was made up of blue collar workers who leave their families back home and come to the country to work for a better future – often on extremely low wages. So we created the Hello Happiness Phone Booths – booths powered by Coca-Cola bottle caps to help connect these workers to their families more often. The booths were installed in labour camps across the country and logged over 140,000 minutes, while an online video took the activation further with more than 14,000 tweets, 45,000 shares and 67,000 likes on social media. With over 820 million media impressions and an estimated PR value of more than 1.5 million dollars, Coca-Cola saw a 13.55% increase in brand love, as well as 6.7% more weekly drinkers amongst South Asians in the UAE. Though the booths were placed in labour camps to speak specifically to our target, the online video helped contribute to the overall brand image of Coca-Cola, reaching consumers from multiple tiers and around the world. The brand promise of ‘open happiness’ was ignited in a unique and insightful way, and organically extended across a wide range of platforms.

The Brief

In 2014, we set out to increase brand love amongst one of the UAE’s largest consumer segments – South Asians. In a segment usually only targeted with basic freebies and generic prizes, we had to tap into an insight that our target could truly relate to. We found that majority of the consumer segment was made up of blue collar workers who leave their families back home and come to the country to work for a better future – often on extremely low wages.

Results

The booths brought workers a few minutes of happiness sourced directly from Coca-Cola, therefore increasing affinity and love for the brand. Installed across the UAE, they logged over 140,000 minutes, while the online video took the activation even further 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.

Execution

We created phone booths that were powered by Coca-Cola bottle caps and placed them at labour camps across the UAE, inviting workers to enjoy a free 3-minute international call for every bottle cap used. The entire activation was filmed, and the online video that followed was posted to help spread both the idea and results with the rest of the region, and world.

The Situation

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.

The Strategy

The activation was held at labour camps across the UAE, but the online video that captured these moments was our tool to extend the happiness that came with the booths. Once shared online, the video quickly got picked up by several media channels and was heavily shared on social platforms. Thanks to the diversity of South Asian nationalities featured in the video itself, Hello Happiness spread across borders and soon became a favourite even in the workers’ home countries.

Credits

Name Company Position
Munther Al Sheyyab Y&R Dubai Strategic Planner
Antoine Tayyar Coca-Cola Middle East Director Public Affairs & Communications
Sami Moutran Memac Ogilvy PR PR Director UAE
Feras Salah Memac Ogilvy PR Associate Account Director
Sophie Wordley Memac Ogilvy PR Account Executive
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 Group Brand Manager
Effie Kontopoulou Coca-Cola Middle East Marketing Manager
Tolga Cebe Coca-Cola Middle East Marketing Manager/Middle East