Always campaign purpose should be “to REACH the consumer’s heart & mind and transform its RESULTS into acceptance which reminisce the
brand”. Likewise, world’s leading soft drink brand Coca Cola has been executed
an innovative approach in order to reach the direct consumers & make them
happy. The core competency of Coca Cola is that since launching the tagline
“Open happiness”, brand is consistently sustaining & preserving the message
in each & every campaign universally.
Brand can become much sturdy & consumers can become more
loyal when you are identifying the consumers need & accomplish it on right
time. Likewise, Coca cola has been introduced innovative campaign “Wish upon a
Coke” at Dubai International Airport by offering a Coca Cola bottle to those
people who are having excess baggage during the returning home. The aim is that
people who are unable to carry many gifts/presents for their family/Friends etc
due to excess baggage, Coca Cola promoters are offering them a bottle and
allowing them 5 kg happiness against excess baggage. Moreover, it has also created
a special label on bottle as an excess baggage tag.
https://www.youtube.com/watch?v=6s5r-GHU0BU (Wish upon a Coke – Jan.15)
Coca Cola has been identified the market gap, consumers need
and right place for brand activation, as it is saying that Dubai International
Airport is one of the busiest airport & easily getting target audience.
This campaign is delivering rightly brand promise towards the consumers because
it can feel visibly when people are receiving bottle; they feel happy with
smiley expression which has desired by Coca Cola.
This Campaign hashtag #WishUponACoke could not be much influence
in context of message. Hashtag should be short, precise & catchy which can
easily connect with the brand. I would like to suggest some hashtag which
supposed to be connect flawlessly:
(1) #HappyTIme
(2) #WelcomeWish
(3) #CrazyNHappy
(4) #CrazyWithCoke
(5) #CrazyConnection
(6) #TasteOfHappiness
However, Coca Cola has
well-approached with consumers directly who are from various countries &
make them feel happy. This campaign is showing “Strength” to Sustain” in
market by identifying gap between market & consumers.
“Impact of
Consumers Happiness & Satisfaction = Positive Impact on Brand “
