2015 Winners & Shortlists

The Campaign

After more than a decade of failing to qualify for the World Cup, Egyptians were hopeful that this time their national team would make it to the World Cup. However, this dream was crushed. No one wanted to talk football. Music is the most liquid form of content and can deliver our World Cup campaign idea to the heart of consumers, and thus, the creation of the Coca-Cola’s global 2014 anthem. To succeed, we needed to reinvent the music to suite our Middle Eastern taste, so we partnered up with the Lebanese heartthrob Nancy Agram and Algerian superstar Cheb Khaled. The music video is an all day all night party set in the heart of Rio, in which everyone is invited, with an aim to catapult the entire MENA region to the land of festivities and world class football. We aimed to bring the World to Brazil and Brazil to the World.

Success of the Campaign

• YouTube: – Total views: 8,198,436 in 199 countries • SoundCloud: – 7.3K Likes – 24K download • Facebook: – 66,005 new likes – 301,267 post engagement • TV: – Total no of the song played: 790 times Key Performance Indicators (KPIs) of the WC Anthem: • BLS Total: + 0.5 • For Someone Like Me (Total): +6% • Inspires Optimism: +12% • Youthful Brand: 17% The legendary football icon, Pele, surprised and personally selected a total of ten lucky young footballers to travel to Brazil to attend the World Cup.

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

By orchestrating a fully-fledged campaign that utilized different media channels to spread out the word to as many viewers as possible. It included a TVC, with several cut down versions, a catchy song that was aired on radio, sound cloud, TV and YouTube. In addition to launching an extensive out door campaign that spread all across the country, which was supported by on ground activations, including several Al Cappella events. Last but not least, the World Cup Anthem was launched via different media channels throughout the entire MENA region at the exact same time, on a Tuesday at 8pm. To further prove that the World Cup truly is everyone’s cup, we partnered up with football giant Pele, who surprised a group of ten lucky young footballers with free invites to the World Cup in Brazil.