2016 Winners & Shortlists

Brief Explanation

Hardly anyone will admit that they are too hasty to form impressions about people. We all believe that this is something others do, but that we’re above. We had to find a way to make each viewer feel as though we were talking directly to them rather than to everyone, and we also had to find a way to demonstrate the issue in action rather than simply talk about the fact that it exists. Social media was the answer to our problem. It’s one of the most direct media channels available, especially when content is shared by peers. It makes people feel selected, rather than just part of a collective. The promotional ‘No Label’ cans were also sent directly to key media figures and influencers to get them involved in the campaign and to prompt them to talk publicly about the campaign and its message, which they ultimately did.

Creative Execution

Coca-Cola believes strongly in tolerance, equality and togetherness, values that struggle when faced with the intolerance and prejudice that results from the first impressions people naturally form of each other. Our campaign was designed to challenge this. The campaign was predicated by the provocative nature of the Dark Iftar and the prejudices it revealed. It was designed to use Coca-Cola’s online fan base and the millions of our 6 social media influencers’ followers to gain traction, and then draw the attention of global news and social commentary channels. The promotional ‘No Labels’ can was sent to key media influencers to prompt them to get involved publicly. It went according to plan, achieving over 18 million views and generating over 25,600 news and social commentary articles during the month of Ramadan, the season when our message was at its most poignant. The campaign was viral by design, and it flowed seamlessly.

Results

•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