2011 Winners & Shortlists

The Campaign

The campaign, Doses of Happiness, is a refreshingly genuine ambush of happiness. Rather than poeticising the idea of happiness and alluding to situations that may inflict such spurts of joy, we decided to go on the ground and make everyday Egyptians experience moments of true happiness with a massive activation platform. How did we initiate this? Well, whenever someone naturally asked for a Coke at any of the selected venues, a fanfare of celebration burst into action along with gifts, and immediately smiles appeared all over the faces of the people in the place. The campaign dares to go where few brands in Egypt dare: unchartered territories of joy that have yet to be treaded in a nation full of millions, who are just waiting to experience a beautiful moment in their day.

Success of the Campaign

- The videos got around 100,000 views in 3 weeks - Total Channel Views exceeded 4 Million (Additional 150,000+ views) New videos viewership: Super Market: 40,181; Café: 11,252; Mall: 37,171; Café 'making': 10,957; Kiosk: 7,634. Coca-Cola’s simple yet meaningful campaign struck a chord. We didn’t feature any celebrities, no songs, no special effects, nothing; but our slogan 'Efra7, Ramadan Geh' said it all. We visited different supermarkets and paid for everything the customers bought that day. When you see the ad and how people laughed and hugged one another, with the Coca-Cola music in the background, you couldn’t help but be moved.

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

This campaign was a very successful ad/activation: it scored very high across all ages and social classes, both on an aided and spontaneous level - highest in the beverages category. Campaign evaluation showed high recollection, and likeability levels were at their highest with a clear comprehended message. The Campaign was a fledged campaign that depended fully on what was done on the ground and word of mouth. The TV spots that were published to the masses increased word of mouth and credibility. Gossiping people were taken in advantage to be our key attraction on the sponsored radio shows, online and handheld applications. OOHs and print ads were created to give an image to the Campaign, that people can automatically link it to what Coke are doing during the Ramadan season with one single minded message telling people - BE HAPPY .