2015 Winners & Shortlists

Results and Effectiveness

Achieved 1M views on YouTube in 24 hours - The Fastest Growing Campaign Total of 4.3M views & 10 thousand YouTube likes Over than 10K shares on Social Media in 24 hours YouTube masthead delivered over than 2.89M impressions in 24 hours with an interaction rate of 26% Instagram followers tripled in 6 days from the launch of the competition Sound Cloud: 39 thousand downloads & 527 thousand listens with 1200 comments Twitter followers increased from 112K to 142K. Facebook fans increased from 1,499,300 to 1,564,958 Achieved more than 3200 GRP's Exceeded brand KPI objectives

Creative Execution

Pre- Launch: Create hype and anticipation • Teaser copy (featuring the artists) was first aired on TV and Radio assets • Radio presenters talked about the soon to be released anthem on live shows • Teaser campaign was on Digital & all Social Media Platforms as well as assets the Artists’ official pages Launch: Maximize Reach • Road Block at 8 pm on top TV channels, top radio stations, digital & social media To continue the hype: • Shorter versions of the song were aired on TV and Radio • The anthem was aired on owned radio assets and top TV channels • Behind the Scenes and the making were aired on top TV channel and social media • Instagram competition was created using the hashtag #takemetobrazil (announcement was through a promoted post on Facebook) • In addition to on ground activations, malls branding, in-store branding, packaging and OOH

Insights, Strategy and the Idea

Coca Cola was launching the local version of the World's Cup Anthem in Egypt. Insight: EgyptianYouth seek multi-layered football experiences, they don’t only watch football, but they also check websites and social media platforms for football news and attend football and music events. And because music is the most liquid form of content which can deliver the campaign message directly into consumers’ hearts. The Anthem provides a unique opportunity to earn a fair share of popular culture. Objective: - Reaching 1M views within 24 hours on YouTube - To ignite passion for the game & togetherness, as well as establishing Coca-Cola as the brand for football fans on other screens than TV - Build a clear association with Coca-Cola as the main sponsor of the FIFA World Cup, and of “football” Strategy: To build anticipation and excitement towards the launch date & maximize reach on the day of the launch