2015 Winners & Shortlists

PRICE OF WATER

BrandCOCA-COLA
Product/ServiceARWA
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryFast moving consumer goods
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
PR Agency MEMAC OGILVY PR Dubai, UNITED ARAB EMIRATES

The Campaign

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, a well respected bottled water brand in the region, wanted to change that by encouraging people to reconsider the value of clean water. 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 film asking people to re-evaluate the value of water launched the campaign on TV and online. This was followed by a unique sales promotion in more than 100 supermarkets and Burger King outlets across the UAE. The campaign was then supported on social media by Twitter Tap, where Arwa created the simplest donation system by donating money for every retweet. 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 Arwa donated 200 000 liters of clean water to refugees and raised enough money to provide 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.

The Brief

Arwa wanted to raise awareness for 9 million Syrian refugees who live in camps in neighbouring countries. They are now safe from the dangers of war but ironically face a new enemy, a lack of clean water. Arwa, a well respected bottled water brand wanted to change that by encouraging people to reconsider the value of clean water. Knowing that you can’t put a price on clean water, we didn’t. We launched the Price of Water campaign, asking people to pay for water what they feel it’s worth to raise money to install permanent water filtration systems in the camps.

Results

The campaign was hugely successful in getting people to re-evaluate the value of water and help those in dire need of clean water in Syrian refugee camps. The campaign gained 30 million media impressions during the campaign period. The online film was viewed 1.5 million times in in 6 weeks and Price of Water gained 40 000 Twitter followers. In only a few days, Twitter Tap’s single tweet received over 9000 retweets and replies, and received 8.2 million social media impressions. The success of that one tweet alone, enabled Arwa to donate more than 200 000 litres of clean water to refugees. The overall campaign raised enough money to provide 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.

Execution

An emotional film asking people to re-evaluate the value of water launched the campaign on TV and online and ran for 6 weeks. This was followed by a unique sales promotion that ran concurrently for a month in more than 100 supermarkets and Burger King outlets across the UAE. The campaign was also supported on social media by Twitter Tap where a single tweet was shared, and for every retweet or reply Arwa donated five dirhams to provide clean water to Syrian refugees. To drive the campaign, a daily diary of Nour was posted on Twitter and Instagram, showing the harsh realities of life in Zaatari refugee camp. And as donations came in, a dynamic header on Twitter allowed people to see the water being cleansed in real-time.

The Situation

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 is a well respected bottled water brand in the region, making it the perfect brand to develop an effective awareness campaign about the scarcity and value of water to raise funds that could help alleviate the plight of refugees in the long term.

The Strategy

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 film asking people to re-evaluate the value of water launched the campaign on TV and online. This was followed by a unique sales promotion in more than 100 supermarkets and Burger King outlets across the UAE. The campaign was then supported on social media platforms by Twitter Tap, where Arwa created the simplest donation system by donating money for every retweet.

Credits

Name Company Role
Ramzi Moutran Memac Ogivy Executive Creative Director
Tarek Shawki Memac Ogilvy Business Director
Robert Nammour Memac Ogilvy Account Manager
Sara Omar Memac Ogilvy Senior Account Executive
Gary Rolf Memac Ogilvy Group Head Art Director
Dylan Kidson/James Bisset Memac Ogilvy Associate Creative Director
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 Social@ogilvy Account Manager
Charlotte Tansill Social@ogilvy Account Director
Feras Salah Ogilvy PR Account Director
Sophie Wordley Ogilvy PR Account Manager
Rendala Majdalani Ogilvy PR Account Director
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