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Coca Cola Pakistan bags ‘Dragons of Asia Award’

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Coca-Cola Pakistan has won prestigious “Dragons of Asia Award”. Pakistan based multinational bagged this for its advertisement campaign focused on the humanitarian work of late Abdul Sattar Edhi. Coke collaborated, for this campaign, with both Edhi Foundation and Ads agency, Starcom. Asian award for Best Campaign Advertisement was bestowed at the “Dragons of Asia 2018” ceremony.

The Edhi foundation is a well reputed Pakistani NGO that runs a private ambulance service and undertakes multiple humanitarian activities all across Pakistan. Its origins lie in the city of Karachi where it initially grew out of the vision of philanthropist and social worker, Abdul Sattar Edhi. The Coke campaign portrayed Pakistan’s various cultures unified through a process of donations by citizens to the less fortunate, by using “Coca-Cola bottles” as a vehicle for donations.

In a film production, Coca-Cola had earlier enlisted some of the country’s most iconic celebrities in a bid to bring various facets of Edhi’s work into the limelight.

The Red Dragon winner was announced at an impressive award-giving ceremony in Kuala Lumpur, Malaysia, last Wednesday. Coca-Cola’s campaign was also geared towards the Islamic month of fasting; Ramadan, which is usually a time of crucial advertisement all over the Muslim world.

The challenge, facing Coke and Starcom, was not simply an over-saturation of Advertisement messages across broadcasting media, but commercial messages usually tended to incline towards a shared niche and start to appear similar losing their uniqueness. But the Coca-Cola Company is no stranger to utilizing trends and fusing its messages with varying cultures as the multinational exists as a chain that transcends over different regions across the world.

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Coke’s global focus on togetherness was harnessed when Starcom Pakistan branded the Ramadan campaign in a manner that utilized the classic 500 ml bottle as a vessel for collecting donations – “bottle of change” – for the Edhi Foundation.

Under the hashtag “Eidi for Edhi” Pakistanis of all creeds were shown uniting in the spirit of the month while donating to the emergency medical services (Edhi organization) that largely operates on donations. Coca-Cola had also pledged to double all donations made in the name of this cause.

The ‘Agency of the Year’ was awarded to ‘The Social Street India’ while the ‘Network of the Year’ went to ‘Geometry’.

In a film production, Coca-Cola had earlier enlisted some of the country’s most iconic celebrities in a bid to bring various facets of Edhi’s work into the limelight.

The ultimate message was quite simple: when you donate through the Coca-Cola bottles the universal message of humanity, for the disadvantages, merges with the universality of the soft-drink brand. Awareness was built initially through a paid spots on mainstream TV media followed by proliferation on social media platforms.

In terms of turnaround, the campaign was a great success for Coca-Cola Pakistan as it managed to muscle out its competitors while successfully drawing in an extra 60% in for donations. Moreover, all previous Ramadan season sales figures achieved by the brand were topped and a new milestone figure was achieved.

Read more: Cheers! Coca-Cola launches first boozy drink in Japan

The “Dragons of Asia ceremony”, also involved recognitions of Agency Achievements for the current year 2018. The ‘Agency of the Year’ award was bagged by ‘The Social Street India’ while the ‘Network of the Year’ went to ‘Geometry’.


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