2015 Winners & Shortlists

The Brief

Coca-Cola had the world’s lowest market share in Lebanon, an embarrassingly low 3%. People clearly didn’t identify with the brand. Our task was to introduce the Coke brand back into Lebanon using the global ‘Share a Coke’ campaign. But we needed a twist, something fresh to win over the hearts of the locals.

Creative Execution

We engaged with social influencers using our cans and used the opportunity as a promotional tool, winning their trust and prompting them to share their unique can with the hashtag #ShareACokeSawa (Share a Coke Together) on their social networks. This allowed us to unite those who shared their loved for our campaign. During Christmas, created a Christmas tree installation made entirely out of cans with the names of our audience. We became part of the sharing culture, proving that we’re a brand is just like Lebanese people. A brand that loves to share too.

Describe the creative solution to the brief/objective.

We knew that November 22nd marks Lebanese Independence Day, and since the Lebanese people are a proud nation, we strategically launched our campaign while pride was at its highest. In an already cynical market, and as the underdogs, we had to win their trust. So we decided to do something they have always done – share. We gave people the chance to name their happiness by dropping our name on the cans and giving them the chance to replace it with their own. Or their loved ones. Or family. Or friends.

Results

It’s been Coca-Cola’s most successful campaign in the Middle East. Ever. Sales increased 80%, and brand love went up by 710%. We engaged with 2.3 million people – half of Lebanon’s population! Coca Cola's Twitter activity skyrocketed by 125%, receiving 206 million impressions. Our Facebook fan numbers shot up by 46%. And despite Coke not having an Instagram presence, over 1250 people flooded it with photos of them and their friends sharing happiness. Our TVC earned exposure on numerous shows including Hayda Hakeh and MTV also receiving 1.8 million impressions on YouTube. Bloggers, influencers and radio stations promoted the campaign.