2012 Winners & Shortlists

Results and Effectiveness

RESULTS 20 days post launch on Facebook: 80000+ new likes, 78.1 million posts’ impressions, 15.4 million viral reach, 9.1 million page consumptions 6.8 million page engaged users. Facebook app/film tab got over 350,000 views - 17 views per minute Within 12 hours, ‘Today I Will’ film got 300,000 mobile downloads in Saudi Arabia alone -a regional record. #todayiwill became a leading trending topic across UAE. 250,000 USD worth unpaid media coverage. Can influencers were interviewed for their ‘Today I Will’ stories. Coke cans would never been seen as mere cans anymore, but symbols of inspiration for youth across the region.

Creative Execution

EXECUTION To maximize impact through social media, we launched Today I Will Facebook with an online film of the youth’s voice. We brought together the region’s social media influencers, to spread and invite their hundreds of thousand of followers. We designed ‘Today I Will’ Coke cans. We identified people from the region who overcame challenges, realizing their potential. Through an augmented reality Facebook app, people watched their stories directly on the can. We invited youth to share their own 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. We created in-store posters at ‘Today I Will’ can touch-points. We launched the ‘Today I Will’ film on the Coke cans, turning them into millions of screens across the region. It was launched on Facebook before it hit TV and mobile screens.

Insights, Strategy and the Idea

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 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. CHALLENGE These youth gained empowerment as a group. Our challenge was to empower them as individuals. IDEA We created Today I Will. An initiative aimed at unlocking individual potential while also staying true to the values that shape Middle Eastern society.