| Brand | PEPSI COLA EGYPT |
| Product/Service | COLAS |
| Entrant | MEDIA DIRECTION OMD Cairo, EGYPT |
| Category | Integrated Campaign led by Interactive |
| Entrant Company: | MEDIA DIRECTION OMD Cairo, EGYPT |
| Advertising/Web Design Agency: | MEDIA DIRECTION OMD Cairo, EGYPT |
Brief Explanation
Ramadan is a time to give back and Pepsi took the philanthropy online with a ground breaking campaign. Enlisting multitalented star “Donia Ghanem” to play three characters representing charities; education, health and clothing. The campaign took over Egypt during Ramadan; with billboards, television and radio Ads encouraging the people to vote for their preferred charity through SMS and a Facebook application. The campaign was a massive success online, leaving 60,000,000 impressions, an increase of 350,000 likes on the Facebook Pepsi Masr Page, 500,000 online votes through the Facebook application (2 million votes including SMS) and 40,000 video views on YouTube.
Credits
| Karim Samy |
OMD |
Digital Media Manager |
| Ronald Koukjian |
OMD |
General Manager |