2015 Winners & Shortlists

The Campaign

Ramadan is a time for new beginnings, erasing old grudges and reconnecting with your loved ones. As a culture leader and an icon of happiness, Coca-Cola orchestrated a new campaign “Share a Coke with your Loved Ones” with an aim to bring people together and inflicting smiles and happiness all over the country. We opted to tighten our bond with our target audience, and to prove once again just how close Coca-Cola is to the Egyptian consumer. With our new campaign, Coca-Cola customized its cans with 128 calligraphed names and nicknames, six family titles and nine group relations motivating people to buy personalized cans for them and their loved ones. Then, we teamed up with one of Egyptian music composer and producer Hassan El Shafie to create a catchy song to help introduce our campaign innovatively, and grasp the attention of a diverse target audience, especially youth.

Success of the Campaign

• Instagram: – No of followers increased by 23% – No of posts with the Hashtag: 2,673 – #كوكاكولا_أحلى_مع • Twitter: – Followers increased by 21% – Total No. of followers: 157K – Usage of the Hashtag: 38,731 – #كوكاكولا_أحلى_مع • Facebook: – No. of Likes: 1,766,944 – SAC posts were shared by 11,766 user – Hundreds of user generated content • YouTube: – No. of views: 2,174,949 • SoundCloud: – More than 6,000 users played the song • On-ground Activation: – In 30 days – Being in 12 different locations – Resulted in 300,00 personalized cans were shared. • Radio: – Sponsored the following: • Mega FM show from 9am to 10 am • 9090 station from 8 am to 11 am • Key Performance Indicators (KPIs): • Always doing new things +18% • Inspires optimism +14% • Youthful brand +16% • Is an uplifting drink +9% • Is genuine and authentic (+18% • Would like to be seen drinking +14% • For someone like me +8% • very refreshing +15%

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We kicked off our Share a Coke campaign by designing an exclusive and customized typography from scratch for our new packs. We sent out more than 180 customized gift boxes to some of the country’s top influencers in all sectors to spike people’s interest and fire a loud buzz. We did not stop at that, we wanted to spread more happiness and ‘Shared a Coke’ with 12k employees in 45 companies. Then, we launched our song, followed by filming people buying and sharing Coca-Cola in numerous hangouts. These episodes resulted into a series of TVCs that were aired following the release of our song. This campaign is a full-fledged campaign, which included radio ads and a vast OOH campaign covering the entire country. During the summer, Coca-Cola placed more than a dozen Coca-Cola can customization machines all over the country.