Activation by Y&R LabStore and Y&R Dubai was executed at Dubai Airport. Watch the video here.
Coca-Cola kicked off its ‘Wish upon a Coke’ campaign on 22 December 2014 at Terminal 1 of Dubai Airport. Through a one-day activation, it sought to delight those flying back home in the peak holiday season in need of extra baggage allowance.
The video (above) features several people from overseas at the airport checking in their baggage to return home. Coca-Cola promoters approached those struggling with excess baggage and offered them a bottle of the beverage. When a second label on the bottle added on for the exercise was removed, they discovered an excess baggage tag for 5 kilos on its reverse.
The text on the brand’s YouTube page explains: “As part of Coca-Cola’s new Wish Upon a Coke campaign, we decided to surprise people on their way home for the holidays at one of the busiest airports in the world – Dubai International Airport. To do this, we created a special label for Coke bottles that doubled as an excess baggage tag. Passengers unable to carry many presents because of overweight luggage were then surprised with our special bottles, allowing them an extra 5 kilos of happiness – a wish come true!”
The concept was crafted in October 2014. Coca-Cola credits Dubai Airports with whom it collaborated for the exercise, saying they ‘greatly aided our ideas through their helpful staff’.
There’s more to come as part of ‘Wish upon a Coke’, informed a Coca-Cola spokesperson, adding that the activation idea fitted into the brand’s new campaign insight for the Asian community in the UAE.
This campaign will spread across touch points starting with a promotion on the packaging, with prizes like flight vouchers to travel back home, LED TVs (which the brand will offer to also ship ), tablets, mobile phones, McDonald’s offers and free drinks.
Client: Coca-Cola Middle East
Group brand manager: Amina Ijaz
Marketing manager: Effie Kontopoulou
Marketing manager/Middle East: Tolga Cebe
Director – public affairs and communications: Antoine Tayyar
Business director: Zaakesh Mulla
Executive creative director: Kalpesh Patankar
Executive creative director/creative director: Ash Chagla
Copywriter: Athina Lalljee
Art director: Nada Hassan
Group business director: Rene Reda
Account director: Nora Ferneine
Account executive: Dima Malaeb
Strategic planner: Munther Al Sheyyab
Head of production: Sam Eid
Post production supervisor: Subash Mishra
Production manager: Binnu Cherian
Producer: Khushi Rawat
Production house: Concept View Media
Director: Frederico Beja
Producer: Dalia Abuzeid
Production manager: Ali Sadoon
DOP: Robert Babekhul and Tiago Soares
Original music and sound design: Ricardo Guedes
Production assistant: Shanawaz Saina
(Updated with inputs from Coca-Cola and credits at 5 pm on 3 February.)