2016 Winners & Shortlists

Creative Execution

In order to bring the idea to life, it was important to start the campaign with a teaser phase on social media platforms (Facebook, Twitter and Instagram) in order to create some form of buzz around National Day and get people to talk about it. After hype and conversation were built up in the social sphere, the KSA National Day Song was released on YouTube, Anghami, and SoundCloud a few days before National Day. The song was further pushed through BBM, social platforms (Facebook & Twitter) as well as Ad Falcon’s mobile network all directing listenership to SoundCloud.

The campaign made Coca-Cola a key partner in KSA’s celebration. Over 3.4M people listened to the song, primarily from KSA. The song launch on Twitter obtained an engagement rate of 16% and organically reached 50% of our followers, the highest growth of a tweet within our own fan base. On YouTube, the video gathered 3M views to date and is among Coca-Cola’s top organic search results on YouTube with Google indicating the extremely high relevance of the content to the occasion. Coca-Cola’s 1st Middle East SoundCloud page was launched achieving a total of 49K organic streams within 13 days only.

While differences are at the heart of Saudi Arabia’s culture, National Day remains the only day the Kingdom gets to celebrate together. The main objective for Coca-Cola was to spread happiness on this festive day. So, Coca-Cola created the 1st unified National Day Song thus inspiring the youth to embrace their diversity and placing the brand at the heart of the Kingdom’s celebrations. The main TG was young Saudis between 15 to 24. Knowing the popularity of social and digital platforms in KSA, we decided to push our content online to create a buzz around it and make it engaging.