2014 Winners & Shortlists

The Brief

Supporting the crazy for good global initiative onground in an interactive and engaging way. The campaign is set to encourage individuals to perform acts of goodness and kindness that positively affects others, even if it is perceived by some as “crazy”. Thus the campaign “Etganen” – meaning “Go crazy” was launched in EGYPT

Describe how the promotion developed from concept to implementation

To engage people in the campaign, we have created an interactive software, using interactive screens, embedded in a Coca Cola contour/bottle shaped kiosk, giving the opportunity to individuals to express their crazy for good moments by completing the sentence “I am the crazy one who…”. Their picture along with their text was then instantly printed in a Coca COla branded frame, creating an exact imitation of the actual advertising campaign. They also had the chance to share it on Facebook, Twitter and via email. All messages written were automatically filtered for profane language, through an ACME-developed Arabic filtering software

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

The results were phenomenal. Given its success, an additional 45 days and 11 locations were added to the originally planned 30 days – 6 locations activation. The campaign acheived over 50,000 participants and has surpassed the client's expectations. Based on Coca-Cala's figures, the campaign results included: -Closing the gap and winning the battle against teens -Taking the lead in the majority of the brand drivers -Increase in the Brand Love score against competition

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

The advertising scenes showed examples of people who performed crazy for good actions. Other individuals were given the medium to write their own version of a crazy for good moment, and were given an advertising-look alike photo to feel as part of the campaign