2015 Winners & Shortlists

LEBANON'S MOST SHARED CAMPAIGN

BrandCOCA-COLA
Product/ServiceCOCA-COLA
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryIntegrated Campaign Led By Promo & Activation
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 knew that November 22nd marks Lebanese Independence Day, and since the Lebanese people are a proud nation, we strategically relaunched our campaign while pride was at its highest. This opportunity gave us the chance to engage with our audience and remind them learn about a brand they had forgotten about.

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 hosted on-ground activations where our audience could create their personalized cans and interact with our ambassadors. From there they we’re driven in-store to purchase. We amplified our reach online via social media communities. We created a TVC that encouraged our audience to share via our #shareacokesawa hashtag. Then we circulated our TVC online via YouTube. On Lebanese Independence Day, we recreated the iconic ‘Coke hands’ visual and, for the first time in Coke’s history, turned it into a national flag. During Christmas we created a Christmas tree installation made entirely out of cans with the names of our audience.

Credits

Name Company Role
Ramzi Moutran Memac Ogilvy Executive Creative Director
Sascha Kuntze Memac Ogilvy Creative Director
Tarek Shawki Memac Ogilvy Business Driector
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