A campaign by The Coca Cola Company and Edhi Foundation, working with Starcom, in Pakistan has won the Red Dragon award for the best campaign in Asia at the Dragons of Asia 2018 awards. The campaign saw the international soft drink brand partner with the Ehdi foundation to unify the country through donations to the less fortunate, using the globally recognised Coke bottle as a vehicle for donations.

The Red Dragon winner, which WARC subscribers can read here, was announced at an event on Wednesday evening in Kuala Lumpur.

Ramadan has become a crucial month for advertisers across the world, posing not only a challenge of messaging clutter, but communications that tend towards a similar tone.

Given Coca Cola’s global focus on togetherness, Starcom Pakistan returned with a novel idea for the Ramadan campaign in which the brand would revamp the classic bottle into a vehicle for donations – “bottle of change” – to the Edhi Foundation, a non-profit social welfare programme that runs emergency and medical services across Pakistan. Coca-Cola also pledged to double all donations to the cause.

In a hero film, Coca-Cola enlisted some of the country’s most recognisable celebrities to highlight different areas of Edhi’s work. It finished by delivering a clear call to action: donating through the Coca Cola bottle of change idea. Awareness was built through an initial paid media spot, followed by ongoing earned and social attention.

In terms of sales, the campaign meant Coca Cola was able to outperform all previous Ramadan seasons for the brand, while increasing donations by almost 60%. The Dragons of Asia ceremony also recognised agency achievements over the year. The Agency of the Year award went to The Social Street India. Meanwhile, the Network of the Year was awarded to Geometry. 

Sourced from Dragons of Asia; additional content by WARC staff