Brand | COCA-COLA |
Product/Service | COCA-COLA |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Merchandising/In-store Marketing & Point of Purchase Displays |
Entrant Company: | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Sales Promotion/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?
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,
78.1 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, 300 000 mobile users downloaded the ‘Today I Will’ film in Saudi Arabia alone -a regional record.
250,000 USD worth unpaid media coverage.
Our can influencers were interviewed on television for their ‘Today I Will’ stories.
The Coke can would never been seen as a mere can anymore, but a symbol of inspiration for youth across the Middle East.
Explain why the method of promotion was most relevant to the product or service
We created ‘Today I Will’. An initiative aimed at unlocking individual potential while staying true to Middle Eastern values.
To activate & promote the initiative, we designed ‘Today I Will’ Coke cans. On every shelf, across the region.
We identified people from the region who overcame challenges, realizing 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, through Facebook tab and be on the can too.
We launched Today I Will film on the cans, turning them into screens 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 |
AOC/Paris |
Music |
Didier Le Fouest |
|
Colourist |
Dolly Saidy/Souraya El-Far |
Mint Mena |
Agency Producers |