Brand | COCA-COLA MIDDLE EAST |
Product/Service | THE COCA-COLA FOUNDATION |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | USE OF DIGITAL MEDIA (INCLUDING INTERNET, MOBILE DEVICES, ETC) |
Entrant Company
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
UM DUBAI, UNITED ARAB EMIRATES
|
Results and Effectiveness
Due to its interactive nature, the initiative became contagious through hundreds of websites & blogs in the region across disciplines.
Picking up from online media, Press and TV spread regional awareness.
The campaign received support across media from major youth influencers like Ahmad Al Shugairi, Sheikha Hessa and Fahad Al Butairi.
200 students generated content and conversations, engaging 120,000 other students.
The most valuable result of Ripples of Happiness is measured 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.
Creative Execution
We recruited 200 students who identified problems in their community, people voted online for which problem each University would tackle.
From day one, each University was empowered by customized iPad apps connected to Team pages on a Microsite, Twitter and Facebook.
We created a competition and leveraged the social media platform to spread the Ripples beyond the teams, to the entire university, friends and the larger community to gather votes that would help them win this competition.
Over 6 weeks, the teams unlocked different challenges towards their goal and streamed live feeds, videos, photos and stories to the Microsite, Twitter and Facebook gathering shares, interactions and as importantly, votes along the way.
At the end of six weeks, winning projects received aid from the Coca-Cola Company to be implemented on a larger scale.
Insights, Strategy and the Idea
BACKGROUND_
For most in the Middle East, taking social initiatives is driven by religious beliefs, guilt or a surge of emotion.
CHALLENGE_
The Coca-Cola Foundation wanted to create a CSR campaign and change the perception of doing good to others, to a basic act of humanity.
But how could we turn a CSR campaign into a social movement?
IDEA_
We created Ripples of Happiness.
5 Countries. 10 Universities. 6 weeks.
Our idea was to target the youth. As they were the most socially active and the most receptive to bring in this change of perception, to the next generation.
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 |
Uday Desai |
Momentum Mena |
Sr. Technical Lead |
Sooraj Thazhath |
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 |
Paul Banham |
FP7/DXB |
Executive Creative Director |
Pankaj Nainwal |
Momentum Mena |
Sr. Technical Lead |