2014 Winners & Shortlists

Results and Effectiveness

The campaign garnered raving reviews and an unprecedented 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).

Creative Execution

Driven and motivated by the country's volatile uprising, Coca-Cola wanted to re instigate hope and happiness, and remind everyone that we are all one. Thus, creating an ad that highlighted several key moments in the country's history – past and present – that served as a reminder of our nation's unity. 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 an array of billboards.

Insights, Strategy and the Idea

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 re instigating 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.