2015 Winners & Shortlists

The Campaign

Egyptians love football; they live and breathe football, and it is the number one conversation trigger at every social event. After more than decade of failing to qualify for the World Cup, Egyptians were hopeful that this time their national team would turn the dream of millions of avid fans into a reality. Yet much to the dismay of millions of Egyptians, this dream was rapidly turned to dust. Hopes were shattered and dreams were dampened with the blow of a referee’s whistle announcing the tragic 6-1 loss to fellow African country Ghana. Bubbles of excitement burst, conversations steered away from football and the World Cup was no longer the much-anticipated event it once was. No one wanted to hear, see or talk football, and this was our biggest challenge of all. How to alter Egyptians’ perception and attitude towards the 2014 event, and to prove to the hordes of fans and sports enthusiasts that the World Cup still is an event to look forward to and be excited about. Music is the most powerful way to develop an emotional connection with Coca-Cola consumers, and thus, the creation of the Coca-Cola’s global 2014 anthem.

Results

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.

Music is the most liquid form of content and can deliver our World Cup campaign idea to the very soul and heart of consumers. Consequently, we adapted the World Cup’s international song with its blend of Latin American and Western beats into a new song that would appeal to the diverse MENA region without losing the essence of the original track. Coca-Cola appointed the Egyptian composer and producer Hassan El Shafie, known for his unique ability to fuse different music genres and styles. We teamed up the Lebanese beauty Nancy Agram, loved by the Gulf region and the Algerian superstar Cheb Khaled, the number one star in the North African region, with a wide fan base worldwide.

YouTube: – Total views: 8,198,436 in 199 countries Sound Cloud: – 7.3K Likes – 24K download Facebook: – 66,005 new likes – 301,267 post engagement TV: – Total no of the times song was played: 790 times Key Performance Indicators (KPIs) of the WC Anthem: • Brand Love Score 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.