Research shows that it only takes 7 seconds to form a prejudice based on someone’s appearance. We wanted to challenge people to set their natural prejudices aside and see others for who the truly are, not merely who they appear to be. This flies in the face of everyone’s basic instincts, so we needed to dramatically illustrate just how wrong these first impressions can be. We wanted to get people to think twice before they themselves resorted to jumping to conclusions about others in the future. So we hosted an Iftar in the dark.
Results and Effectiveness
•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
In order to maximize the credibility, reach and efficiency of the campaign, we decided to invite well known social media influencers to be the guests at the Dark Iftar. We wanted to use the organic reach of their followers to give the campaign critical mass from the beginning and minimize media expenditure. We also sent the limited edition ‘No Labels’ can to key media influencers to make them feel involved and prompt them to comment on the campaign within their own channels. It worked. Less than 30% of the video’s more than 18 million views were paid, with the rest coming through organic shares and earned media. Over 25,600 articles were written about the campaign around the world.
Insights, Strategy and the Idea
Coca-Cola is not the market leader in the Middle East, so they constantly need to find ways to relate to their audience and to get their audience to relate to them. Demonstrating to them that they share the same values, not only of their audience but also of Ramadan, helps in achieving this.
Social media helped us achieve this. It’s one of the most direct media channels available, especially when content is shared by peers. It makes people feel selected, rather than just part of a collective. And it allowed us to demonstrate the issue, rather than just talk about it.
Executive Creative Director
Sami Moutran/Shefali Vyas/Charlotte Tansill/Dalia Halabi