2016 Winners & Shortlists

Brief Explanation

Ramadan is the season of TV-Drama marathons and with drama comes lots of commercials but commercial breaks kept increasing until it became a few minutes of drama followed by triple of much time of commercials (Scattered Viewership -10% TRPs vs PY). Consumers voiced-out their dissatisfaction turning social-media into a stream of hate messages directed to brands spending communicating that advertisers should invest on social-causes instead. Coca-Cola challenged the media-scene paradigm and responded to the consumers’ demands in a very critical time announcing the launch of its campaign exclusively online and donating the TV-media budget to develop 100 villages in Egypt

Results and Effectiveness

After transforming the traditional TV-strategy into an epic social-media campaign with only 10% of TV campaign cost, the campaign was the talk of town. -Despite being the last brand to launch; Coca-cola achieved the highest viewership scores in the market with a total of 13M views in 10 days -The campaign reached the target-audience and the hashtag had the highest exposure (62M Impressions) -More than 200 pages (social-media influencers, websites and brands) posted about the campaign -Coca-Cola led the social-media conversation with a total of 27,000 mentions -Coca-Cola's social-media platforms ranked first in terms of audience size and fastest growing

Creative Execution

The campaign relied solely on Facebook, YouTube & Twitter: Pre-Launch: 15" copy announcing that Coca-Cola's Ramadan campaign will only be aired on social-media and the TV budget will be used to develop more than 100 poor villages in Egypt Launch: 4 consecutive copies tackling the prejudice in our society; each copy was supported heavily for one day then all copies equally aiming for a cultural change that will lead to spreading of happiness Sustain: "Raise Your Hand" social media movement where consumers were involved in donating an extra 1EGP to the 100-villages project for every uploaded photo using the hashtag

Insights, Strategy and the Idea

Coca-Cola's core target audience is higher teens and young adults who kept on anticipating Coca-Cola's Ramadan campaign which was obvious in their social-media mentions to the brand. And because consumers voiced out their dissatisfaction with the amount of cluttered TV-ads, Coca-Cola decided to take immediate actions and launch the campaign relying 100% on social-media (Facebook & YouTube) communicating "you voiced-out your demands and we as a brand listened" thus defying the advertising norms of Ramadan. The feedback was instant and massive and the results were game changing Coca-Cola's strategy was consumer-centric, leading to a pioneering strategy in the Ramadan marathon