2012 Winners & Shortlists

The Brief

OBJECTIVE Post the Arab Spring, how could Coke empower a group that had already done so much to empower their nations in the Coke tone of voice?

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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 downloads of ‘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.

Explain why the method of promotion was most relevant to the product or service

We created Coke ‘Today I Will’. An initiative to unlock individual potential while staying true to Middle Eastern values. We launched Today I Will Facebook, and brought together the region’s online influencers activating their followers. We designed ‘Today I Will’ Coke cans. We identified people from the region who overcame challenges, realizing their potential. Through a Facebook augmented reality app people watched their stories on the cans. We invited youth to share their own and be on the can too. We launched our film in the Coke tone of voice, on the can itself and Facebook before TV and mobile.