2014 Winners & Shortlists

THE SOCIAL MEDIA GUARD

BrandCOCA-COLA
Product/ServiceCOCA-COLA
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryAmbient Media: Small Scale
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

Results and Effectiveness

The Social Media Guard has only just been launched. This sought after memorabilia is already generating a lot of buzz online and in the real world, making people think about their habits and talk about the brand. Our mission to help the world seize their moments has only just begun and you will hear a lot more about the Social Media Guard in the coming weeks. Tell a friend about it! In a person-to-person conversation, we hope.

Creative Execution

The media strategy behind this idea was to use the enemy (social media) to our advantage. After all, we found the people that needed to be woken up online. We gave them content that was tailored to be shared. Quirky and fun. Further to that, we could also use the Social Media Guard to activate the brand offline. With promotion teams that went to restaurants and public places where people meet up and very likely stare at a small digital screen instead of fully cherishing the moment. It was an unusual DM for the press and a sought after memorabilia.

Insights, Strategy and the Idea

Every month, the world spends 4 million years online. In our region that’s 3 to 4 hours per person a day. And with the world’s highest smart phone penetration comes a very high mobile internet usage. 18-34 year olds check their phone every 9 minutes and feel naked when they leave the house without it. This addiction leads to a society less and less capable of living in the moment. Coca-Cola wanted to remind the world about something beautiful, which we have almost forgotten about: an undistracted, real moment shared with family and friends. So we created The Social Media Guard. It takes the social out of media and puts it back into life. A quirky device that prevents you from using your phone when you’re with someone else and a reminder for everyone to be more present in the moment. And great content for a very different ad campaign.

Credits

Name Company Role
Ramzi Moutran Memac Ogilvy Creative Director
Sascha Kuntze Memac Ogilvy Associate Creative Director
Diana Alzubeidi Memac Ogilvy Junior Graphic Designer
Kavi Bhandary Memac Ogilvy Production Manager
Sukesh Babu Memac Ogilvy Production Manager
Amin Soltani Memac Ogilvy Agency Producer
Sascha Kuntze Memac Ogilvy Director
Tarek Shawki Memac Ogilvy Business Director
Ramadan Ibrahim Memac Ogilvy Retoucher
Sascha Kuntze Memac Ogilvy Copywriter
Islam Eldessouky Coca/Cola Group Brand Manager
Effie Kontopoulou Coca/Cola Marketing Manager
Amina Ijaz Coca/Cola Brand Manager
Tolga Cebe Coca/Cola Marketing Manager
Hermann Meingast BLUECACTUS Films Film Production