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.

Describe how the promotion developed from concept to implementation

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. Our solution was to engage with our audience and social influencers by means of our cans. We sent our targeted social influencers unique cans as a promotional tool, winning their trust and prompting them to share of their unique can with the hashtag #ShareACokeSawa (Share a Coke Together) on their networks. We united those who shared their loved for our campaign and Coke quickly became part of the sharing society.

Describe the success of the promotion with both client and consumer including some quantifiable results

We successfully relaunched Coke in Lebanon. If fact, 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 an estimated 206 million impressions and our Facebook fan numbers shot up by 46%. And despite Coke not having an Instagram presence, over 1250 people flooded it with photos. Our TVC earned exposure on shows including Hayda Hakeh and MTV, and received 1.8 million impressions on YouTube.

Explain why the method of promotion was most relevant to the product or service

We wanted encourage Lebanon to fall in love with Coke again. Despite the ‘Share a Coke’ being a global platform, we created the Share a Coke Lebanon made for the Lebanese, by the Lebanese. 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. We turned the local love of sharing into a love for Coke.