Brand | COCA-COLA |
Product/Service | ARWA |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Creative Effectiveness |
Entrant Company
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
UM MENA Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
Arwa is a processed bottled water brand that needed to increase its market share in a heavily commoditized category for a product that is vital to life but everyone takes for granted. So we decided to give the importance of water a context that the everyday consumer could simply not ignore. And more than that, we decided to put the impact our message into practice for 3 days and allow consumers to pay what they felt Arwa was worth, with the proceeds being donated to providing clean water for the Syrian refugees.
The effects of the campaign were felt far beyond just the 3 days of the activation. Over the 2 month duration of the campaign, we generated over 8.2 social media impressions and 30 million total media impressions, as consumers bought into our message and spread it across the country and the region. We increased Arwa’s market share by 4% and its revenue by 28%, quadruple the overall growth rate of the category. And during the 3 day “pay what you think it’s worth” activation, consumer’s demonstrated the impact of our message by voluntarily paying over 900% more for a bottle of Arwa.
We showed that a normal water brand could tap into consumer’s hearts by demonstrating its worth on a practical level, transforming the brand from a commodity to a brand of real value.
Credits
Ramzi Moutran |
Memac Ogilvy |
Executive Creative Director |
Tarek Shawki |
Memac Ogilvy |
Business Director |
Dylan Kidson/James Bisset |
Memac Ogilvy |
Associate Creative Director |
Gary Rolf |
Memac Ogilvy |
Group Head Senior Art Director |
Jesse Bray/Sukriti Godiwala |
Memac Ogilvy |
Graphic Designer |
Robert Nammour |
Memac Ogilvy |
Account Manager |
Sara Omar |
Memac Ogilvy |
Senior Account Executive |
Shadi Khermasho |
Memac Ogilvy |
Arabic Copywriter |
Waleed Fareed/Evan Kearney |
Memac Ogilvy |
Planners |
Amin Soltani/Tamara D'costa |
Memac Ogilvy |
Agency Producer |
Nayri Bedros/Sonam Mahadev |
Social@Ogilvy |
Account Manager |
Charlotte Tansill |
Social@Ogilvy |
Account Director |
Feras Salah |
Ogilvy PR |
Account Director |
Sophie Wordley |
Ogilvy PR |
Account Manager |
Rendala Majdalani |
Ogilvy PR |
Account Director |
Antoine Challita |
UM MENA |
Regional Business Director |
Jad Daou/Tony Sarkis |
UM MENA |
Media Manager |
Tolga Cebe |
Coca Cola |
Marketing Manager |
Abbas Arslan |
Coca Cola |
Marketing Manager |
Sonia Migliavacca/Sherif Ghanem |
Coca Cola |
Brand Manager |