2016 Winners & Shortlists

Creative Execution

There was an important match between Al-Nassr and Al-Hilal on 12th August. On 9th August, we built up Twitter posts with Sami and Majed. The actual video was uploaded at midnight. The next day Twitter video links were placed and released to Al-Hilal and Al-Nassr fans. The day after we used influencers like Waleed al Farraj and Mustafa Al Agha to post the video. On Game Day, Makkah newspaper, SA-Tube and Unlimit News posted about the video, which had reached more than 4 million views. This led to a total of 4.8 million views by 15th August.

Targeting fans of Al-Hilal and Al-Nassr along with football personalities, timing posts prior to the game, and high content relevancy helped maximize engagement rates. By 15th of August the results were: • 4.8 million views and 15,000 interactions on YouTube o 25% of the engagements were from sharing • Most shared and viewed video on YouTube between 10th & 12th Aug for ages 13-24 • 52 million Twitter impressions, with 7% overall engagement rate, the highest engagement for Coca-Cola on Twitter to date • Over 1 million video views on Facebook, with 18% overall engagement rate, which is above benchmark

KSA teens strongly support their football clubs especially archrivals Al-Nassr and Al-Hilal. Our campaign highlighted old football rivals from these clubs - Sami al Jaber and Majed Abdullah- coming together for an inclusive message to fans that football brings people together. The campaign’s video had a rivalry story creating conversations against extreme football rivalry. KSA’s high YouTube content consumption and active social media population made these ideal platforms. A teaser stage created anticipation prior to sharing the video. Stage two made the video discoverable and shareable. Finally the story became a trigger for the target audience to converse.