The Coca-Cola Company

Singapore's Innovative Coca-Cola Light® Campaign Wins Industry Awards



November 10, 2006 edition

An integrated marketing campaign produced for Coca-Cola light in Singapore recently won two awards at the Cable and Satellite Broadcasting Association of Asia (CASBAA) Awards.

"A Light Affair" was awarded the John Doherty Trophy in the "Campaign of the Year" and "Most Creative Use of TV" categories. More than 160 entries in eight CASBAA categories were judged by creative professionals from leading agencies such as Leo Burnett, McCann-Erickson and Ogilvy & Mather.

The speed-dating reality TV game show, "A Light Affair," and its accompanying activation were developed to support consumer sampling of Coca-Cola light and drive brand awareness in the media. Conceptualized and executed by the Coca-Cola light brand team in Singapore, "A Light Affair" positioned Coca-Cola light as a "love catalyst" that brings together career-driven but love-starved young adults. The six-episode series aired on Channel 5, the most watched channel in Singapore.

The show achieved top TV ratings, prompted 8 million hits on the "Love Light" website and generated approximately US$160,053 worth of publicity. Sales of Coca-Cola light in Singapore increased 30 percent over the prior year period.