2016 Winners & Shortlists

Creative Execution

Coca-Cola mimicked SnapChat's ephemeral nature on Twitter. Tweets would appear... then disappear after 10 minutes to leave followers confused, engaged and eager for more. This pattern continued for the next 60 minutes, constantly teasing followers and allowing Coca-Cola to reveal more about what they were doing - whilst all the time exciting potential followers about the manner in which Coca-Cola might reveal content to them in the future. The efficiency of the media team was crucial here in order to take advantage of the Social Media creative landscape and the opportunity it provides to submit and delete content at will.

This created a huge buzz to the extent that followers thought the account got hacked with the incident creating a huge amount of hype. Followers were blown away and the numbers proved it: - Thousands of messages from fans lauding Coke for their efforts. - 12,000 followers to Snapchat in 2 days. - 30K impressions per tweet. - 180K impressions overall. - 6.67% conversion rate.

With the growing use and interest in SnapChat across the region, Coca-Cola identified the communication opportunity that this platform could provide them. However, with no existing followers to communicate to, it was essential that they created a major splash when launching their account in the gulf in order to attract an influx of new fans. As such, rather than just informing people of their new channel , Coca-Cola instead sought to implement an innovative and creative strategy of teasing the upcoming launch by mimicking SnapCha'ts functionality and creating disappearing tweets that only lasted for 10 minutes at a time.