Brand | COCA-COLA MIDDLE EAST |
Product/Service | COCA-COLA |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Use of Social or Community (including emerging platforms for brands) |
Entrant Company
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency 2
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
UM MENA Dubai, UNITED ARAB EMIRATES
|
Production Company
|
DEJA VU Dubai, UNITED ARAB EMIRATES
|
Creative Execution
We invited 6 social media influencers to an Iftar in the dark. As the diners spoke to each other, they naturally formed mental impressions of their fellow guests. But when we turned the lights on, the image they’d formed in their minds and the person they saw in front of them were nothing alike.
Through Coca-Cola’s YouTube channel and the influencers’ own online presences, the Dark Iftar idea travelled across the Middle East, being covered by local news sites and blogs, and even international news platforms like CNN, TIME and The Washington Times.
•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
Ramadan is a time of year when the values of tolerance, acceptance and equality are foremost in people’s minds. However, demonstrating these qualities is easier said than done. People still judge and get judged based on a whole range of external, inconsequential factors, such as appearance, dress and nationality.
At the same time, social media is one of the most judgmental platforms in everyday life. People judge others based on what they’re wearing, where they’re seen and who they’re seen with, often leading to anxiety and even depression.
Coca-Cola believes that people should be judged on the content of their character rather than mere appearance and set out to challenge their audience to do the same. We created social media idea for Ramadan that encouraged people to look beyond what they could simply see and truly get to know those around them.
Credits
Ramzi Moutran |
Memac Ogilvy |
Executive Creative Director |
Sascha Kuntze |
Memac Ogilvy |
Creative Director |
Sarah Bamford |
Memac Ogilvy |
Art Director/Copywriter |
Gavin Stradi |
Memac Ogilvy |
Copywriter |
James Alfred |
Memac Ogilvy |
Agency Producer |
Tarek Shawki |
Memac Ogilvy |
Business Director |
Sarah Sherif |
Memac Ogilvy |
Account Manager |
Sami Moutran/Shefali Vyas/Charlotte Tansill/Dalia Halabi |
Ogilvy Public Relations |
PR Director/Account Director/Group Account Director/Account Manager |
Paul Banham |
FP7 |
Executive Creative Director |
Tahaab Rais |
FP7 |
Regional Head of Strategic Planning/Creative Strategy |
Tarek Ali Ahmad |
FP7 |
General Manager – Business Unit |
Josephine Younes |
FP7 |
Associate Creative Director |
Nayaab Rais |
FP7 |
Associate Creative Director |
Aya Shedid |
FP7 |
Account Director |
Sameer Ketkar |
FP7 |
Senior Designer |
Tolga Cebe/Islam ElDessouky/Wasim Basir |
Coca-Cola Middle East |
Marketing Manager/IMC Manager/IMC Director |
Effie Kontopoulou/Amina Ijaz/Ibrahim Wagdy |
Coca-Cola Middle East |
Marketing Manager/Brand Manager |
Manasvi Gosalia/Pratixa Kanojia/Mazen Fayad |
Dèja Vu |
Executive Producer/Producer/Director |
Antoine Challita/Marsha Hofstee/Elias Elkoussa/Ricardo Campo Perez/Abed Daya |
Um |
Regional Business Director/Media Director/Associate Director/Digital Manager/Media Supervisor |
Farah Ibrahim/Tammam El Atrache/Carla El Hachem/Khaldoun Zaghir/Hazem El Ghousin |
Um |
Media Planner/Media Executive/Media Executive/Head of UM Society/Social Media Executive |
Links
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