2016 Winners & Shortlists

The Campaign

Ramadan is a time of year when the values of tolerance, acceptance and equality are foremost in people’s minds. However, demonstrating these qualities is easier said than done. People still judge and get judged based on a whole range of external, inconsequential factors, such as appearance, dress and nationality. At the same time, social media is one of the most judgmental platforms in everyday life. People judge others based on what they’re wearing, where they’re seen and who they’re seen with, often leading to anxiety and even depression. So we created social media idea for Ramadan that encouraged people to look beyond what they could simply see and truly get to know those around them. We invited 6 social media influencers to an Iftar in the dark. As the diners spoke to each other, they naturally formed mental impressions of their fellow guests. But when we turned the lights on, they saw how far from the truth their first impressions were. The promotional ‘No Label’ cans were also sent to key media figures to get them involved in the campaign and to prompt them to talk publicly about the campaign and its message, which they ultimately did. The campaign travelled across the region and the world, resulting in over 18 million views, Coca-Cola’s 2nd most viewed video of all time and AdWeek’s 2nd most viral campaign of 2015. Over 25,600 articles were written about the campaign, all over the world, resulting in $30.7 million worth of PR and earned media.

•53.9 million impressions •$30.7 million worth of PR and earned media •Over 18 million YouTube views (Coca-Cola’s 2nd most viewed video globally, of all time) •Over 25,600 online articles generated •AdWeek’s 2nd most viral video of 2015 •97% positive sentiment score •Coca-Cola Consumption Intent score increased +51% vs. Ramadan 2014 •Coca-Cola Brand Love score increased +15% vs. Ramadan 2014 •Coca-Cola’s brand equity score of Bringing People Closer Together increased by +39% vs. Ramadan 2014 •35% engagement rate on Facebook and 33% on Twitter •The video even attracted the attention of entertainment professionals like Lea Salonga and Ashton Kutcher, who commented on the video and shared it on his Facebook page