2012 Winners & Shortlists

The Campaign

Our objective with this campaign was to increase volume by 15% in the cans and glass bottles category. We also wanted to make Coca-Cola the desirable refreshing brand for teenagers in the summer. The soft drink category is widely dominated by PEPSI in terms of Market share and Media spends. Our key idea drivers were first Coca-Cola's global mission to "Open Happiness" offering inspiring moments of uplift everyday; second was the fact that teens life in the hot Gulf Summers becomes boring and any opportunity of uplift and entertainment becomes a fun time. Our idea was to create an uplifting benefit. Physically and emotionally. To give the consumer an experience that was genuine and real – YET surprising and Contagious The idea was brought to life with a simple 'BRRR' Sounds Funny and cool! Derives shivering and icy cold feeling! Promotes spontaneity! & Delivers refreshment!

Success of the Campaign

Most importantly we have achieved our mission to create uplifting moments in our audiences' daily life. Coca-Cola sales went up by 20% during the campaign period

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

We created awareness by building & running an iconic TVC with the legends like Omar El Sherif, Yasser Al Qahtani & Karl Wolf whose presence was a big surprise in line with the core BRRR effect.BRRR was everywhere,on the streets on large,medium & small outdoor formats;special icicle Di-cuts were used to bring out the icy cold refreshing feeling;in-store on shopper media was used.BRRR iceberg was built to float in the Arab Gulf Sea which was considered the icon of refreshment 2nd,we created experiences through on ground displays which were responsible for sampling over 450K cans of Coca-Cola allowing the audience to express their BRRR.We have linked this experience to our facebook page. 3rd, Boost WOM and engage the audience using Digital and Social media through Display Banners, Facebook Application, Digital competition allowing the audience to upload and share their BRRR moments and spread the idea virally