2015 Winners & Shortlists

LEBANON'S MOST SHARED CAMPAIGN

BrandCOCA-COLA
Product/ServiceCOCA-COLA
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
Media Agency UM MENA Dubai, UNITED ARAB EMIRATES
Production Company DEJA VU Dubai, UNITED ARAB EMIRATES
Production Company 2 GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES

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 wanted to give happiness a name, so we decided to drop our names on the cans and give our audience a chance to replace it with their own. We created an insightful film that people could identify with, highlighting sharing aspects of their daily life. We engaged with social influencers using our cans and used the opportunity as a promotional tool, winning their trust and prompting them to share their unique can with the hashtag #ShareACokeSawa (Share a Coke Together) on their social networks. This allowed us to unite those who shared their loved for our campaign.

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

and earned exposure on shows including Hayda Hakeh and MTV. We received 1.8 million impressions on YouTube and 206 million via our #ShareACokeSawa hashtag on Twitter. Twitter activity skyrocketed by 125%. Our Facebook fanbase increased by 49%. On Instagram, without having an official Coke presence on the platform, over 1,250 people flooded the platforms with photos of themselves and their friends sharing happiness. We created 35,000 unique cans within three weeks. It’s been Coca-Cola’s most successful campaign in the Middle East. Ever.

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

Despite the ‘Share a Coke’ being a global platform, we created the Share a Coke Lebanon made for the Lebanese, by the Lebanese. Since the people are sharing, we wanted to prove to them that, despite being a global brand, we have a lot in common. We too shared the culture of sharing and wanted to be a part of the sharing society in Lebanon.

Credits

Name Company Role
Ramzi Moutran Memac Ogilvy Executive Creative Director
Sascha Kuntze Memac Ogilvy Creative Director
Tarek Shawki Memac Ogilvy Business Director
Sarah Sherif Memac Ogilvy Associate Account Director
Nour Deeb Memac Ogilvy Art Director
Conrad Theron Memac Ogilvy Copywriter
Maya El Kai Memac Ogilvy Arabic Copywriter
Irfan Ghani Memac Ogilvy Graphic Designer
Tarek Bawab Memac Ogilvy Head Of Studio
Waleed Fareed/Wael Youssof Memac Ogilvy Planner
Amin Soltani/Tamara D'costa Memac Ogilvy Agency Producer
Rima Rizkallah Memac Ogilvy Beirut Business Director
Cynthia Abdelnour/Lea Halwani Memac Ogilvy Beirut Account Manager
Moe Minkara Memac Ogilvy Beirut Creative Director
Carl Bou Abdallah UM Senior Media Planner
Elias El Rassi/Carla Ghorra UM Media Executive
Khaldoun Zaghir/Leena Younes UM Associate Media Planner
Tolga Cebe Coca/Cola Marketing Manager
Effie Kontopoulou Coca/Cola Marketing Manager
Islam Eldessouky Coca/Cola Group Brand Manager