Advertiser: Coca-Cola Far East Limited Brand: Coca-Cola Creative Agency: - Credits: -
Ramadan-Raya is the biggest season to drive volume for Coca-Cola, representing 17% contribution. This festive is a strategic opportunity for Coke to strengthen connection with Malays and drive frequency.
Insight, Strategy and the Idea
Ramadan is the holy month for Muslims, when reuniting and reconnecting with loved ones during many occasions of togetherness is most desirable, iftar meals being most frequent, 30 days throughout Ramadan. The connection between Coca-Cola and Ramadan is on the “specialness” of the moment itself and the way consumers perceive Coke as a treat for special occasions. Mom the Ramadan Hero tirelessly works to keep the family together, well-fed, and spirited even when she herself is fasting and without expecting anything in return. Coca-Cola appreciates the effort Moms put in to make Ramadan special, hence the idea – 30DAYS 30IFTAR with COCA-COLA, by celebrating her effort along with the entire family and community for 30 days of Ramadan. This made Coke truly and culturally relevant within the festive food occasion amongst the Malay community.
We asked the Malay community to submit stories of heroic moms so that Coca-Cola can pay them a visit with an iftar meal reward. The call-to-action was on-air and online via HotFM and leveraging on the launch of KoolFM as a platform to magnify campaign. Coca-Cola hosted 30 iftar meals with Ramadan dishes paired deliciously with Coke. The entire experience was captured and documented in a video distributed on multi-screens. We also made one mom’s wish come true – MediaPrimaRadio contacted and surprised her by flying her home to be with her family AND have an iftar meal together for the first time since the past 7 year
Results and Effectiveness
Contest entry: 476 entries received in just 4 weeks! – above contest benchmarks and generated RM512k media value at no investment. Weekly+ consumption frequency for Coke gained +5points whilst 100Plus -4 points