2011 Winners & Shortlists

The Campaign

Coca-Cola is celebrating 125 years since its first Coke bottle was sold. Coca-Cola has always been synonymous of happiness, which is why Coca-Cola is not just celebrating its 125th anniversary... it is celebrating 125 years of happiness! The Coca-Cola brand has always been linked to happiness. We wanted Coke to be symbolised as an icon of happiness; one that is as prevalent and familiar as the Smiley Face Logo. While staying under the platform of Coca-Cola’s 'Doses of Happiness', we decided to highlight Coca-Cola’s 125 Years of Happiness by tapping into the emotional mindset of our consumers, and pointing them towards a basic universal fact: We all share little moments of happiness. AND FOR THE PAST 125 YEARS Coke has been there for all these little moments of happiness that matter, and will continue to do so.

Success of the Campaign

- Fan Page Fans were 102,000. After launching the campaign for less than 3 weeks, they became 138,861 an increase of 35%. - More than 51% of the new fans came from facebook campaign despite that we launched the HP for less than 2 weeks. (Reach Block effect) - Total Application Users: 5,722 - Users participated with ideas: 2,594 - All Ideas submitted: 3,809

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

TV Commercial: The campaign was initiated on New Year's Eve of 2011, where the TV commercial made its first appearance on Egyptian TV at 12:00am, accompanied by a new year's countdown. Radio: A local yet prominent Egyptian band, West El Balad, wrote a song about happiness that received airtime through mainstream Egyptian radio channels. On-Ground Activation:
 Coca-Cola organised a real live street parade that featured circus acts, live bands and marching performers. These street parades toured through various Egyptian governorates. Print:
 Because happiness means Coca-Cola, we wanted to iconise Coca-Cola in the same way that happiness is iconised through smiley faces. Online: A Happiness Metre was created on Coca-Cola’s official Facebook page, in which fans submit ideas on how to generate happiness and make people happy. Every submitted idea fills the Happiness Metre higher, using Coca-Cola’s Facebook and Twitter accounts.