2015 Winners & Shortlists

Results and Effectiveness

Social media exploded with mentions during the campaign as people shared, joked and enjoyed the name cans with the boost from the LED operation, radio road shows and sponsorships and the Hayda Hake integration. With over 350 posts in one week from the Hayda Hake TV integration, social media shares witnessed a 152% boost generated from the personalization of various media vehicles TV reach was of 90% and we were first in TV Share of voice amongst all advertising brands during the campaign with sales volume shares increasing by 27% and by 77% in key areas.

Creative Execution

We personalized outdoor LED screens and backed up the operation by radio road shows. People and radio hosts took a photo of the LEDs having their name, nickname or their teacher's name and shared it on their, other people or the radio stations' social media page. Radio activities included roadshows in malls and McDonald's branches in addition to program sponsorships where we also got hosts to share a coke with their colleagues and even other stations' hosts on Social media. We distributed 400 cans to weddings and corporate ceremonies and concluded the campaign by turning the #Hayde Selfie (this is a selfie) segment in the top talk show program, Hayda Hake, to "#Hayde Share a Coke" (This is Share a Coke), all submissions were featured on the show and Adel Karam shared his enthusiasm for the campaign.

Insights, Strategy and the Idea

From a business perspective, Coca-Cola’s aim was to boost exposure during the last quarter in Lebanon. Share a Coke was set to launch in Lebanon, making the Coca-Cola cans a sharing mechanism by turning them into name cans and encouraging the spirit of sharing. The concept of Share a Coke is one of Coca-Cola’s globally renowned campaigns where happiness is deeply rooted within and strongly associated with the Brand’s image. The target audience in Lebanon loves to speak out, share moments and take every opportunity to “boast” their social media personas. This campaign would give them the opportunity to share outside the virtual world and the strategy was to turn our media presence from mass advertising vehicles into a personal experience where outdoor screens, TV presence and radio coverage interact with people and spillover to social media buzz