2014 Winners & Shortlists

MEKKI

BrandCOCA-COLA EGYPT
Product/ServiceCOCA-COLA
EntrantFP7/CAI Cairo, EGYPT
CategoryBest Brand or Product Integration Into a Feature Film, Existing TV Show and/or Series
Entrant Company FP7/CAI Cairo, EGYPT
Contributing Company FP7/CAI Cairo, EGYPT
Production Company Bird Eye Film Production Cairo, EGYPT

Results

Traditionally, Ramadan is a month of unity, yet this year was different. People were divided and the future seemed grey. In a country on the verge of collapse, could there ever be room for reconciliation? Why not (Leih La2)? Harping on the idea of inflicting happiness, we opted to own the “Why Not?” platform. Helming the ship of culture leadership, we focused on reinstigating hope and our success can traced back to our context and timing. Cairokee's song for the ad became a hit on radio and YouTube. Our campaign was comprised of a 1min 19sec ad, which was later cut and a pop up concert at a mall. Also, we created a hashtag (#leih la2), and asked people to send us their tweets, which were transformed into a sea of billboards. Building on its popularity, Coca-Cola and actor, rapper and director Ahmed Mekky joined forces and create a very special talent show “Mazarita's Got Talent” in a special episode of Ramadan's most loved show El Kebeir Awy (The Very Big). The “Mazarita's Got Talent” episode was also branded by Coca-Cola. This talent show took a humorous spin on the popular regional show Arabs Got Talent. Moreover, the video of our song “Leih La2” was reshot in another one of El Kebeir Awy's episodes. Stepping it up another notch, our Ramadan ad was timed to be aired during each one of the these special episodes. We managed overcome our challenge and to successfully integrate our message and ad, and not impose ourselves. Our viewers welcomed our ads rather than getting turned off by being interrupted while watching the episode, which is the usually the case.

Director, rapper and actor Ahmed Mekky and his show El Kebeir Awy (The Very Big) are Ramadan's favorite staples. Harping on Mekky and his show's escalating popularity and growing fanbase, we opted to share a piece of the cake. Joining forces with Mekky and his show enabled us to hammer hard our message at peak viewership times, in a new, non conventional way. What could grasp more attention then poking fun at our own ad in Ramadan’s most loved show. We took a humorous spin on our deep and serious message, the ideal way to further instigate our message.

We succeeded in turning these special episodes of the show into the most watched episodes of the entire show season. Our “Mazarita's Got Talent” episodes swept off a total of 2,000,000 views on YouTube.

Credits

Name Company Role
Ahmed Fayez Fp7 Business Unit Head
Ahmed Nazmy Cocacola Egypt Marketing Director