2014 Winners & Shortlists

THE SOCIAL MEDIA GUARD

Bronze

Case Film

Presentation Board

Client/BrandCOCA-COLA
Product/ServiceCOCA-COLA
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Type of EntryPR: Sectors and Services
CategoryCorporate Reputation
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

The Campaign

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 is leading to a society that is 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. And therefore form a lasting relationship with its audience. But we couldn’t just try to solve the problem with a PR release, nor with a traditional ad campaign. We needed something that could be embraced by our target audience and spread by all media. Not just offline, but also online. Because that’s where we found everyone that needed to be woken up. So we created a new product: the Social Media Guard. It takes the social out of media and puts it back into the real world. The Social Media Guard was the perfect direct mailer for our press contacts, a great piece of content for blogs and the topic of a ‘fake’ commercial we created and put on Youtube and ran in cinemas and even on TV.

The Brief

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. And therefore form a lasting relationship with its audience.

Results

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.

Execution

The Social Media Guard was the perfect direct mailer for our press contacts, a great piece of content for blogs and the topic of a ‘fake’ commercial we created and put on Youtube. Even thought the Social Media Guard has only just been launched, it is already creating a lot of buzz online. All we needed to do was launch it though a few well-targeted channels and wait for the content hungry online community to pick it up and share for us.

The Situation

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 is leading to a society that is less and less capable of living in the moment. We saw an opportunity in this problem.

The Strategy

We couldn’t just try to solve the problem with a PR release, nor with a traditional ad campaign. We needed something that could be embraced by our target audience and spread by all media. Not just offline, but also online. Because that’s where we found everyone that needed to be woken up. So we created a new product: the Social Media Guard. It takes the social out of media and puts it back into the real world.

Credits

Name Company Position
Ramzi Moutran Memac Ogilvy Creative Director
Sascha Kuntze Memac Ogilvy Associate Creative Director
Sascha Kuntze Memac Ogilvy Copywriter
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
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
Sascha Kuntze Memac Ogilvy Art Director