2016 Winners & Shortlists

Brief Explanation

While differences are at the heart of Saudi Arabia’s culture, National Day remains the only day the Kingdom gets to celebrate together. With the rise of political instability in the region, it has become hard for brands to convey a genuine meaning to happiness. Hence, the main objective for Coca-Cola was to celebrate the diversity of the Kingdom and spread happiness on a festive day. To do so, Coca-Cola has created the 1st unified National Day Song for all Saudi people thus inspiring the youth to embrace their diversity, placing the brand at the heart of the Kingdom’s celebrations.

Results and Effectiveness

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.

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 song was released on YouTube, Anghami, and SoundCloud a few days before National Day. The song was further pushed through BBM, social platforms (Facebook and Twitter) as well as Ad Falcon’s mobile network all directing listenership to SoundCloud.

Insights, Strategy and the Idea

The main target audience for Coca-Cola in this campaign is young Saudis between the ages of 15 to 24. Hence, from a media perspective it was essential to ensure that the campaign’s message is being delivered to the right audience at the right time. Knowing the importance and popularity of social and digital platforms in KSA especially among the youth, we’ve decided to push our content online where our target group is most likely to create buzz around it, discover it and engage with it.