Brand | COCA-COLA |
Product/Service | ARWA |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Use of digital in a promotional campaign |
Entrant Company
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency 2
|
GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
UM MENA Dubai, UNITED ARAB EMIRATES
|
The Brief
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.
Describe how the promotion developed from concept to implementation
We created the Price of Water activation that asked people to pay for water what they feel it’s worth. Then developed Twitter Tap to support the activation. Twitter Tap shared a single tweet, 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
The results were unprecedented. 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.
Explain why the method of promotion was most relevant to the product or service
Arwa is a well respected bottled water brand in the region, so it is the perfect brand to develop a campaign about the scarcity and value of water. By developing Twitter Tap, Arwa supported the activation and raise awareness for the plight of refugees, making a big impact by donating five dirhams for every retweet or reply. All the money raised was used to provide clean water to Syrian refugees.
Credits
Ramzi Moutran |
Memac Ogilvy |
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 |
Evan Kearney |
Memac Ogilvy |
Strategic Planning Director |
Amin Soltani |
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 |