2014 Winners & Shortlists

The Campaign

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 a meltdown, could there ever be room for reconciliation? Why not? 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 be traced back to our context and timing. On the first day of Ramadan, all key players refrained from airing, while we plunged in. For the first few days, we were the only major player on TV. Unlike the rest, we did not cringe away and broke all bonds. We featured stereotypes that never made it to an ad, including a full bearded man – a first in Coca Cola and Egypt's history.

Success of the Campaign

The campaign garnered raving reviews and an unprecendented win against our main competitor. • Coca Cola's Ad Preference scored 47%, while the competition scored 30% * • Coca Cola scored 31% in the Watched Ads – Top of Mind vs. the competition 16%* • Coca Cola as a Favorite Ad to the consumers scored 22% vs. 19% for the competition* By the end of the month, we had acquired 2.6 million hits*, a million of which were garnered in a day. Building on its popularity, actor, rapper and director Ahmed Mekky reshot our ad in an episode of his show (*Source: Coca-Cola Egypt Research Team).

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

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 into several short versions. Moreover, a pop up concert by Cairokee at one of the biggest malls in Cairo. To spread our message furhter, we created a hashtag (#leih la2), and asked people to send us their tweets, which were transformed into an array of billboards scattered all around the country.