2015 Winners & Shortlists

PRICE OF WATER

BrandCOCA-COLA
Product/ServiceARWA
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryIntegrated Campaign led by Direct Marketing
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 Brief

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.

Creative Execution

Arwa is a well respected bottled water brand in the region, so it is the perfect brand to develop a campaign about the scarcity and value of water. By removing the price altogether and allowing people to pay what they felt water is worth, The Price of Water campaign made people stop and appreciate the true value of water.

Describe the creative solution to the brief/objective.

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. An emotional TV ad was followed by a unique sales promotion, supported on social media by Twitter Tap, where Arwa created the simplest donation system by donating money for every retweet.

Results

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 we donated 200 000 liters of clean water to refugees and provided 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.

Credits

Name Company Role
Ramzi Moutran Memac Ogilvy Executive Creative Director
Tarek Shawki Memac Ogilvy Business Director
Dylan Kidson/James Bisset Memac Ogilvy Associate Creative Director
Gary Rolf Memac Ogilvy Group Head Art Director
Robert Nammour Memac Ogilvy Account Manager
Sara Omar Memac Ogilvy Senior Account Executive
Jesse Bray/Sukriti Godiwala Memac Ogilvy Graphic Designer
Shadi Khermasho Memac Ogilvy Arabic Copywriter
Waleed Fareed/Evan Kearney Memac Ogilvy Planners
Amin Soltani/Tamara D'costa Memac Ogilvy Agency Producer
Nayri Bedros/Sonam Mahadev Memac Ogilvy Account Manager
Charlotte Tansill Social@ogilvy Account Director
Firas Salah Memacpr Account Director
Randala Majdalani Memacpr Account Director
Sophie Wordley Memac Ogilvy Account Executive
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