2014 Winners & Shortlists

The Brief

Following the January 25 Revolution, people aspired to be good and do good. Two years later, this came to a halt. Coca-Cola, an icon for happiness, helms the ship of cultural leadership wanted to remind Egyptians that we were still capable of doing good. The challenge facing Coca-Cola was attempting to convince a nation to buy back into the idea of doing good, despite all the negativity, frustration and lack of hope prevailing. How could they avoid being seen as just another advertiser wanting to inject false optimism and happiness when life on the ground was quite far from that?

Describe how the promotion developed from concept to implementation

A conventional campaign was not enough. We needed to create a genuine movement, ensuring that all our claims were supported by evidence. This was achieved by devising a three phase plan: One: Search for Egyptians that perform random acts of kindness (RAK). The campaign was launched via TV, outdoors and online channels. A song by Cairokee and Aida El Ayoubi was also made, and two local radio channels hosted our Crazy Masters. Two: Encourage people to do their own RAKs. It included song's video, on ground activation, new packaging and mall activation. Three: A series of online activities were launched, including a Twitter outdoor campaign, journalist Omar Taher's webisodes and a Facebook application that allowed people to send their RAKs.

Describe the success of the promotion with both client and consumer including some quantifiable results

We not only succeeded in increasing our market share, but have also surpassed our main competitor by 0.2%. And in less than a month, 200* Facebook fan pages with 99,000 new fans, were created. Our Twitter followers also increased by 250%*. The ad became the most viewed video in Egypt, with over 3,446,960* views. (*Source: Coca Cola Research Team). Moreover, celebrities became voluntary Crazy ambassadors, including satirical TV host Bassem Youssef, internet activist Wael Ghoniem and scriptwriter and columnist Belal Fadl. And various entities used the "Crazy for Good" platform for noble causes.

Explain why the method of promotion was most relevant to the product or service

A few months following the revolution, Egyptians resorted back to their seemingly forgotten habits; they opt to go on living for themselves and turning a blind eye towards the country's overall welfare. They were no longer a united front working for a greater good, but rather selfish individuals, who cared about preserving their own interests. Kindness, once again, was shoved back to the hidden shelf, and any person showing any act of kindness was deemed crazy. As an icon for happiness and the culture leadership, we needed to remind people of the importance of being kind to others, even if it meant you are crazy.