2016 Winners & Shortlists

Brief Explanation

Alternative mediums, especially platforms that involve participation and active engagement, are becoming increasingly popular in the Middle East. Brands are looking to alternative mediums in order to reach various target audience segments and markets with tailor-made content and solutions. For Coca-Cola, we encouraged university students to identify relevant problems in their community and address the most pressing ones via team projects. This sharing was driven via social media and mobile channels. An online film seeded on social and digital channels, told in spoken word poetry, by leading Arab youth influencers Alaa Wardi and Yazeed Zaidan, shared the difference the youth were making and attracted more registrations. As a result, the projects have gotten recognition and support from the Coca-Cola Foundation and have made a real difference to people’s lives in the communities across Saudi Arabia, Palestine, Bahrain, Jordan, Lebanon and many more countries in the Middle East.

Creative Execution

In a recent study about global brands, 85% of people in the Middle East (especially the youth) expressed how they expected big, global brands to play a role in improving their communities. That was the opportunity for Coke. An integrated campaign comprising university activations, social media and mobile inspired students across the Middle East to participate. Students across universities created ideas and the Coca-Cola Foundation brought the most impactful ideas to life. An online film, in spoken word poetry, by leading Arab youth influencers Alaa Wardi and Yazeed Zaidan, shared the difference the youth were making and attracted more registrations.

Results

(1) The platform became the most successful youth engagement platform in the Middle East – to date: 7 countries - Saudi Arabia, Palestine, Bahrain, Jordan, Lebanon, UAE and Qatar, 52 cities, 85 universities, 1465 teams, 120,000 students (2) Projects improved millions of lives across the region. (3) Impacted the way youth saw themselves and their region: 70% students volunteered more than ever before and 100% believed that they could make a positive change (4) The film engaged 3 million youth and counting. (5) Generated an unprecedented $3 million in earned media. (6) Brand respect and positive sentiment for Coke: 100%.