2016 Winners & Shortlists

Brief Explanation

• Primarily – improve Brand love by at least 10% vs the same period (Ramadan) last year • Bring people closer together where Coca-Cola aims to inspire positive feelings and happiness, highlighting what brings people closer • Ultimately increase the consumption index for Ramadan Inspired by a global initiative aimed at showcasing how easy it is to fall in a prejudiced mindset, the creative idea for the campaign had identified the prominence of the same issue in Saudi Arabia and tackled it with a social experiment. From a media perspective, we identified the main pillars that would drive KBIs and upon which we would bring the social experiment to life.

Results and Effectiveness

• Brand love increased by 15% in comparison to last year’s Ramadan • Bring people closer together increased by 4 points to 39% • Consumption index for Ramadan / this was at 48% during Ramadan 2014 - increase by 3 points to 51% • Over 800,000 people followed the story process as it was released to them • Over 14M views generated on the case study, with over 70% organically • 4 user generated stories promoted on our Facebook page • Over 35% engagement on Facebook with our videos, twice the benchmark • Over 33% engagement on Twitter with our User Generated stories, twice the benchmark

Creative Execution

The first half of a TVC was pushed around Iftar time, (showing an individual consuming lots of food), then targeting it to Facebook & Twitter. We then retargeted people with the second half of the story revealing the true intent of the individual, followed by the full story. A video experiment was also crafted, highlighting a group of people enjoying dinner in the dark. As the conversations build, they immediately form opinions of each other. As the lights come on they are revealed to be completely inaccurate. The video was revealed to a select set of social media influencers, and we pushed it on YouTube, achieving 70% organic growth. Lastly, we showcased real-life fan stories on our Facebook pages.

Insights, Strategy and the Idea

Coca-Cola is after a young audience, 15 to 24. In Saudi Arabia, they are proud of who they are, refuse to be taken for granted and like to always stand out. However, during Ramadan, this segment is also very sensitive. They tend to be more reserved, yet open to positive criticism as they seek improvement in their character and are more spiritually inclined. The strategy consisted of building awareness within the right context. We then sparked the conversation by taking them through a story and voice their opinion. Lastly, we empowered them to deliver their opinion in their own words.