Brand | COCA-COLA MIDDLE EAST |
Product/Service | THE COCA-COLA FOUNDATION |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Entrant Company
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
The Campaign
BACKGROUND_
The Coca-Cola Foundation wanted to create a regional CSR campaign as part of their Community initiatives.
For most in the Middle East, taking social initiatives is driven by religious beliefs. guilt or a surge of emotion. What’s missing is a social consciousness from within.
CHALLENGE_
To change the perception of doing good to others, as a basic act of humanity.
We had to target the youth because they were most receptive to change perceptions, from this generation to the next.
CAMPAIGN IDEA_
We created Ripples of Happiness.
5 Countries. 10 Universities. 6 weeks.
Success of the Campaign
From helping uneducated mothers earn a living in Beirut, to rainwater Harvesting in Amman and more, students directly brought positive change to society.
The most moving projects with real students were showcased as Pan-Arab Television commercials.
The initiative became contagious through hundreds of websites & blogs across disciplines.
PR through mainstream press, took the campaign to every home in the region.
The campaign received support across media from influential youth figures like Ahmad Al Shugairi, the popular socio-religious commentator, Sheikha Hessa, the Princess of Bahrain and Fahad Al Butairi, a leading online personality.
200 students didn’t just implement projects but spread awareness about the initiative, engaging 120,000 other students.
The most valuable result of Ripples of Happiness however, cannot be measured in numbers, but by the smiles it created and the shift in perception it brought among an entire generation.
Who would spread the Ripples for generations to come.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
10,000 students registered through our questionnaire.
We recruited the most passionate 200.
Trained NGO volunteers from Injaz Al-Arab were brought in to instill the true values of social work.
Once students identified community problems, people from the community voted for which problem each team would tackle.
Each University was empowered by iPad apps. Over six weeks, as they planned, and gathered resources towards their goal, they streamed live feeds, videos, photos and their learnings to a team customized Microsite and Facebook Pages.
Because we created a competition and wanted to leverage the social media platform to spread the Ripples beyond the students, to the entire university, friends and the larger community to gather their votes and win this competition.
At the end of six weeks, winning projects received additional aid from the Coca-Cola Company to be implemented on a larger scale to touch even more lives.
Credits
Gautam Wadher |
Fp7/Dxb |
Art Director |
Aunindo Anoop Sen |
Fp7/Dxb |
Copywriter |
Clarisse Mar Wai May |
Fp7/Dxb |
Integrated Producer |
Tarek Ali Ahmad |
Fp7/Dxb |
Business Director |
Hana Zarour |
Fp7/Dxb |
Account Supervisor |
Luciano Rahal |
Fp7/Dxb |
Account Manager |
Martin Yofre |
Momentum Mena |
Business Director |
Rey Amio |
Momentum Mena |
Sr. Digital Art Director |
Pankaj Nainwal |
Momentum Mena |
Sr. Technical Lead |
Uday Desai |
Momentum Mena |
Sr. Technical Lead |
Dana Nahas |
Um Dubai |
Client Business Partner |
Sherif Ghanem |
Um Dubai |
Media Manager |
Jad Daou |
Um Dubai |
Media Supervisor |
Mazen Sraj |
Um Dubai |
Digital Supervisor |
Dolly Saidy |
Mint Mena |
Producer |
Souraya El-Far |
Mint Mena |
Producer |
Tolga Cebe |
Coca-Cola Middle East |
Regional Marketing Manager |
Islam El Dessouky |
Coca-Cola Middle East |
Group Brand Manager |
Sooraj Thazhath |
Momentum Mena |
Sr. Technical Lead |
Paul Banham |
Fp7/Dxb |
Executive Creative Director |