Brand | THE COCA COLA COMPANY |
Product/Service | COCA-COLA |
Entrant | ACME GROUP Cairo, EGYPT |
Category | Event & Field Marketing |
Entrant Company
|
ACME GROUP Cairo, EGYPT
|
Advertising Agency
|
ACME GROUP Cairo, EGYPT
|
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
Credits
Ethar Elshabrawy |
ACME Group |
General Manager |
Mohamed Bedda |
ACME Group |
Software Architect |
Mahmoud Noshy |
ACME Group |
Software Architect |
Youssef Ayoub |
The Coca Cola Company |
Senior Brand Manager Manager Colas |
Mohamed Hany |
The Coca Cola Company |
Brand Manager Colas |
Nasser Mouti |
The Coca Cola Company |
Assistant Brand Manager Colas |
Mariam Raafat |
The Coca Cola Company |
Media Manager |
Kinda Adly |
The Coca Cola Company |
Media Executive |
Mahmoud Adel |
ACME Group |
Operations Manager |
Mohamed Zain |
ACME Group |
Technical Executive |
Mostafa Hamza |
ACME Group |
Technical Executive |
Mohamed Saada |
Seaharvest Group |
Business Development Director |
Ramy Beddah |
Seaharvest Group |
Chief Operating Officer |