2015 Winners & Shortlists

Results and Effectiveness

Volume Share – up by 20% 7 shortlisted can designs and 1 finalist 132% increase in engagement rate on Twitter

Creative Execution

The idea was brought to life in media via partnering with one of the leading Females websites “Sayidaty.net” where for the period of 9 months, we posted articles and know-hows related to living with confidence and spreading the “livewithconfidence” culture. In parallel our exposure was cloned on our Twitter account, Sayidaty magazine & Sayidaty’s social platforms to re-emphasize our messaging across relevant touchpoints. Empowering women was key, and rewarding them for expressing their confidence was part of the deal. We gave them the opportunity to express their self-confidence through submitting their can designs and we chose the best design and put it into production.

Insights, Strategy and the Idea

From a business perspective, Coca-Cola Light’s aim was to boost exposure during 2014 in Saudi Arabia. With our main TG being females, we uncovered an insight showcasing the true free-spirit of Arab Women and their love to stand out. Coca-Cola Light’s #livewithconfidence was set to launch in KSA, making the Coca-Cola Light can a reminder that every Arab Woman counts. #livewithconfidence was a local initiative & call to action for Arab women to boost their confidence in their everyday routine. Our target audience in KSA is no longer confined to her traditional roles; they are re-thinking their future due to their underutilized talents and are looking for new experiences through Digital where they find it promising for them. We’ve decided to give them the opportunity to express their self-confidence through designing their own can and we selected a winner & put her design on our product lines of Coca-Cola light.