2012 Winners & Shortlists

The Campaign

In the wake of the Arab Spring, how could Coke further empower a group that had already done so much to empower their nations? We hit the streets of the Kingdom of Saudi Arabia and the region to probe the state of mind of the Middle Eastern youth, who find themselves at a crossroads of Modernity and tradition, globalization and tribal customs, where family dictates choices and one is constantly judged by society at large. We found that the biggest challenge for them to overcome was them vs themselves. These youth gained empowerment as a group. Our challenge was to empower them as individuals We created ‘Today I Will’ - An initiative aimed at unlocking individual potential while also staying true to the values that shape Middle Eastern society.

Success of the Campaign

RESULTS 20 days post launch, on ‘Today I Will’ Facebook: The page got Over 80000 new likes, 78.1 million posts’ impressions, 15.4 million viral reach, 9.1 million page consumptions 6.8 million page engaged users. The Facebook app/film tab got over 350,000 views – that’s 17 views per minute. #todayiwill became a leading trending toping across the UAE. Within 12 hours, the ‘Today I Will’ film was downloaded by 300 000 mobile users in The Kingdom of Saudi Arabia alone, setting a regional record. 250000 USD worth of unpaid media coverage. The influencers on our ‘Today I Will’ cans were interviewed by TV programmes and news stations spontaneously, for their ‘Today I Will’ stories. The Coke can would never been seen as a mere can anymore, but as a symbol of inspiration for youth across the Middle East.

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

We launched Today I Will with a Facebook page, with an online film showing our interviews with the region’s youth in one voice, inviting others to join the initiative. The region’s online influencers were brought together, to spread the initiative and invite their hundreds of thousand of followers to join in. We designed custom Today I Will Coke cans and identified people from around the region who overcame challenges and realized their potential. Through an augmented reality Facebook app, people watched their stories on the Today I will can. We then invited youth to share their own stories through Facebook tab to be on the can too. The can became a community stage where individuals were empowered by one another. Through in-store posters we invited people to join the initiative. Finally, we launched the Today I Will film on the Coke cans and on Facebook before Television and mobile screens.