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
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

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, with installations in more than 100 supermarkets and Burger King outlets across the UAE that removed the price of Arwa, allowing people instead to pay what they felt it was worth.

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

This unique Price of Water sales promotion saw people pay an average of nine dirhams for a bottle of water, when the regular sales price was only one dirham. This allowed Arwa to provide a long-term solution by installing two permanent water filtration systems in Zataari Refugee Camp, that’ll provide thousands of litres of clean water every month. The Price of Water activation made people realise how priceless clean water is by removing the price altogether.

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 removing the price of Arwa altogether and allowing people to pay what they felt water is worth, The Price of Water campaign made people stop and appreciate the true value of water.

Credits

Name Company Role
Ramzi Moutran Memac Ogilvy Executive Creative Director
Tarek Shawki Memac Ogilvy Business Director
Dylan Kidson/James Bisset Memac Ogilvy Associate Creative Director
Gary Rolf Memac Ogilvy Group Head Art Director
Jesse Bray/Sukriti Godiwala Memac Ogilvy Graphic Designer
Shadi Khermasho Memac Ogilvy Arabic Copywriter
Evan Kearney Memac Ogilvy Strategic Planning Director
Robert Nammour Memac Ogilvy Account Manager
Sara Omar Memac Ogilvy Senior Account Executive
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