A campaign focused on the expat community in UAE and their families, granting wishes and making dreams come true!
Behind the glitzy skyscrapers, the magnificent architecture and the sparkle of Dubai, there are millions of migrant workers who struggle to make Dubai as glamorous as it is. Often these workers work long hours under rigorous conditions, in order to make money and send it back home. They are often homesick and low on morale. Coca-Cola realized this situation and aimed to help these expats, in a heartwarming campaign titled #WishUponACoke, activated by Y&R Dubai.
Numerous bright red wish booths were set across the city: in parks, malls, labor camps and cricket fields for expat workers – many of whom are from India, Pakistan, the Philippines and other countries in Asia – to make a wish for their loved ones. The wish booths got activated with caps of Coca Cola bottles instead of coins. Wishmakers could go inside the booth and make wishes for their families. The wish codes were available in the three languages, most commonly used among the immigrant workers.
The booths attracted a crowd of wishmakers and numerous wishes. Once the wishes were made, Coca Cola selected a few wishes at random, stepped into the shoes of a fairy godmother and made them come true. This emotional video, shows how some of the wishes were full-filled, leaving the wish-makers and their families full of gratitude, delight and happiness. The beauty of the campaign lies in the brand picking at a real, challenging issue and tackling it with love.
Tolga Cebe, head of marketing, Coca-Cola Middle East;
We are excited to roll out the ‘Wish Upon a Coke’ campaign that focuses on the Asian expat community in UAE. We expect significant viral attraction, complementing our previous success with ‘Social Media Guard’, ‘Stop Phubbing Around’ and ‘Hello Happiness’, which qualified in the top five Coca-Cola global Videos in 2014.
This thoughtful campaign did indeed receive a lot of media attention and Coca Cola, staying true to their brand essence, once more managed to win hearts and spread happiness.