Brand | COCA-COLA |
Product/Service | COCA-COLA |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Integrated Campaign led by Direct Marketing |
Entrant Company: | FP7/DXB Dubai, UNITED ARAB EMIRATES |
DM/Advertising Agency: | FP7/DXB Dubai, UNITED ARAB EMIRATES |
The Brief
OBJECTIVE
In the wake of the Arab Spring, how could Coke further empower a group that had already done so much to empower their nations?
INSIGHT
We hit the streets of Saudi Arabia and the region to probe the state of mind of Middle Eastern youth, who find themselves at a crossroads of Modernity and tradition, globalization and tribal customs. Family dictates their choices and they’re constantly judged by society.
We found that their biggest challenge to overcome was them vs themselves.
CHALLENGE
These youths gained empowerment as a group.
Our challenge was to empower them as individuals.
Creative Execution
We uploaded an online film showing our interviews with the region’s youth in one voice, inviting others to join in.
To encourage direct response, we brought the region’s online influencers, to spread the initiative to their hundreds of thousand of followers.
We created in-store posters at ‘Today I Will’ can touch-points.
Finally, we launched the ‘Today I Will’ film on the Coke cans, turning them into millions of screens and mediums of inspiration across the Middle East. Simultaneously it was launched on Facebook before it hit Televisions and other screens and was promoted via social media and mobile marketing.
Describe the creative solution to the brief/objective.
We created ‘Today I Will’ - An initiative aimed at unlocking individual potential while staying true to the values that shape Middle Eastern society.
We designed ‘Today I Will’ Coke cans, reaching millions of youths. We identified people from the region who overcame challenges, realizing their potential. Through an augmented reality Facebook app, people watched their inspiring stories directly on the ‘Today I Will’ can.
We invited youth to share their own inspiring stories through our Facebook tab to be on the can too. The Today I Will can became a community stage where individuals were empowered by one another.
Results
20 days post launch on Facebook:
80000+ new likes,
78.1mn posts’ impressions,
15.4 mn viral reach,
9.1 mn page consumptions
6.8 mn page engaged users.
Facebook app/film tab got over 350,000 views - 17 views per minute
Within 12 hours, 300 000 mobile users downloaded ‘Today I Will’ film in Saudi Arabia alone -a regional record.
#todayiwill, a trending topic across UAE.
250000 USD worth unpaid media coverage.
Can influencers were interviewed on television for their ‘Today I Will’ stories.
Coke cans would never been seen as a mere cans, but symbols of inspiration for youth across the region.
Credits
Fadi Yaish |
FP7/DXB |
Executive Creative Director |
Gautam Wadher |
FP7/DXB |
Art Director |
Aunindo Anoop Sen |
FP7/DXB |
Copywriter |
Clarisse Mar Wai May |
FP7/DXB |
Agency Integrated Producer |
Ryan Atkinson/Mustafa Kawtharani/Bana Salah |
FP7/DXB |
Graphic Designer |
Tarek Ali Ahmad |
FP7/DXB |
Business Unit Director |
Hana Zarour |
FP7/DXB |
Account Supervisor |
Luciano Rahal |
FP7/DXB |
Senior Account Executive |
Nohad Mouawad El-Khoury |
FP7/DXB |
Account Planner |
Momentum Mena |
Momentum MENA |
Digital Production |
Dana Nahas |
UM Mena |
Group Media Director |
Shadi Braish |
UM Mena |
Media Director |
That Go |
|
Film Director |
Laurent Tangy |
|
DOP |
Marc Hadife/Joyce Hadife |
City Films/Beirut |
Executive Producers |
Nadine Lteif |
City Films/Beirut |
Producer |
|
AOC/Paris |
Music |
Didier Le Fouest |
|
Colourist |
Dolly Saidy/Souraya El-Far |
Mint MENA |
Agency Producer |