Brand | COCA-COLA |
Product/Service | ARWA |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Entrant Company
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency 2
|
GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
UM MENA Dubai, UNITED ARAB EMIRATES
|
The Campaign
Since the Syrian conflict began, 9 million people have been displaced and refugee camps have been set up in neighbouring countries. They are now safe from the dangers of war but ironically face a new enemy, a lack of clean water. Arwa wanted to change that by encouraging people to reconsider the value of clean water. Knowing that you can’t put a price on clean water, we didn’t. We launched the integrated Price of Water campaign that asked people to pay for water what they feel it’s worth.
Success of the Campaign
The campaign was a huge success. It gained 30 million media impressions. The online film was viewed 1.5 million times in in 6 weeks. And Price of Water gained 40 000 Twitter followers. At the end of the campaign Arwa donated 200 000 liters of clean water to refugees and raised enough money to provide a long-term solution with two permanent water filtration systems in Zataari Refugee Camp that’ll provide thousands of litres of clean water every month.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
An emotional film asking people to re-evaluate the value of water launched the campaign on TV and online. This was followed by a unique sales promotion in more than 100 supermarkets and Burger King outlets across the UAE. The campaign was then supported on social media by Twitter Tap, where Arwa created the simplest donation system by donating money for every retweet.
Credits
Ramzi Moutran |
Memac Ogilvy |
Executive Creative Director |
Tarek Shawki |
Memac Ogilvy |
Account Director |
Robert Nammour |
Memac Ogilvy |
Account Manager |
Sara Omar |
Memac Ogilvy |
Senior Account Executive |
Gary Rolf |
Memac Ogilvy |
Group Head Art Director |
Dylan Kidson/James Bisset |
Memac Ogilvy |
Associate Creative Director |
Jesse Bray/Sukriti Godiwala |
Memac Ogilvy |
Graphic Designer |
Shadi Khermasho |
Memac Ogilvy |
Arabic Copywriter |
Evan Kearney |
Memac Ogilvy |
Strategic Planning Director |
Amin Soltani |
Memac Ogilvy |
Agency Producer |
Nayri Bedros |
Social@ogilvy |
Account Manager |
Charlotte Tansill |
Social@ogilvy |
Account Director |
Feras Salah |
Ogilvy PR |
Account Director |
Sophie Wordley |
Ogilvy PR |
Account Manager |
Rendala Majdalani |
Ogilvy PR |
Account Director |
Antoine Challita |
UM MENA |
Regional Business Director |
Jad Daou/Tony Sarkis |
UM MENA |
Media Manager |
Tolga Cebe |
Coca/Cola |
Marketing Manager |
Abbas Arslan |
Coca/Cola |
Marketing Manager |
Sonia Migliavacca/Sherif Ghanem |
Coca/Cola |
Brand Manager |