2012 Winners & Shortlists

The Brief

Ramadan this year was different than any other year in Egypt, given the unrests in the country after the revolution. Coca-Cola wanted to be there for the people to celebrate what they have reached together, while at the same time, highlight the vast possibilities of what the future entails for us in light of what we can do together under the motto: “Make tomorrow better”. It was a perfect time to tackle the insecurities people have, given the uncertainty in the country, and bring them together… for in unity there is empowerment.

Describe how the promotion developed from concept to implementation

As part of Coca-Cola’s Ramadan campaign, we decided to do a flash mob in the center of one of Cairo’s shopping malls to get people together. We recomposed an old yet familiar Egyptian song that speaks about the beauty of life and how there is a lot to life to appreciate. We’ve sought out, auditioned, and trained over 40 singers. Eventually we unleashed 15 beat-boxers, vocalists and chorus singers upon unsuspecting mall visitors on a regular Friday morning, using 8 hidden and 2 handheld cameras across the mall plaza.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Coca-Cola flash mob was posted as a 3-minute YouTube video, which gained more than 100,000 views and 250 comments.

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

Throughout its history, Coca-Cola has always maintained cultural leadership through expressing a refreshingly positive view of the world. Our campaign message “Make Tomorrow Better” builds on Coca-Cola’s happiness heritage; recognizing that even with the difficulties of Egypt’s current situation, there are still opportunities for Egyptians to recognize life’s simple pleasures and to bring positivity and optimism into their daily lives. The acapella flash mob and the song choice also reflect the cheerful spirit that Coca-Cola wanted to communicate, reminding people that happiness is just around the corner.