2016 Winners & Shortlists

The Campaign

THE OPPORTUNITY: In a recent study about global brands, 85% of people in the Middle East (especially the youth) expressed how they expected big, global brands to play a role in improving their communities. And how they would trust and be more open to those brands because of their acts of positive change in the region. Therein lay an opportunity for Coca-Cola to win share of heart and be distinctive vs. Pepsi - its blue nemesis. THE INSIGHT: Arab Youth are often misunderstood. But, 63% want to live a meaningful life and defy the stereotypes seen in media; being the change they want to see in their world. THE PR PLATFORM: The Coca-Cola Foundation gave them that platform, where they identified problems in their community and worked together to solve them. An integrated campaign that created on-ground PR comprising university activations, social media and mobile, inspired students to create ideas which were brought to life by the Coca-Cola Foundation. An online film told in spoken word poetry, by leading Arab youth influencers Alaa Wardi and Yazeed Zaidan, shared the stories and attracted more registrations. The projects improved millions of lives across 7 countries - Saudi Arabia, Palestine, Bahrain, Jordan, Lebanon, UAE and Qatar, across 52 cities, 85 universities, 1465 teams and 120,000 students. 70% students volunteered more. 100% believed they could make a change. The film engaged 3 million youth and counting. The platform generated an unprecedented $3 million in earned media. Brand respect and positive sentiment for Coke: 100%.

The Brief

Alternative mediums, especially platforms that involve participation and active engagement, are becoming popular in the Middle East. Brands are looking to alternative mediums in order to reach various target audience segments and markets with tailor-made content and solutions. Having said that, the lack of sustainable community improvement platforms in the Middle East is surprising; given how much this region is in need of positive change. Therein lay an opportunity for Coca-Cola to win share of heart vs. Pepsi (its blue nemesis). We needed to create a brand platform from Coca-Cola that would make a positive change in Middle East communities

Execution

An integrated campaign comprising university activations, social media and mobile inspired students across the Middle East to participate. Students across universities created ideas and the Coca-Cola Foundation brought the most impactful ideas to life. An online film told in spoken word poetry shared the difference the youth were making and attracted more registrations. The film features two leading youth influencers – Alaa Wardi (the creator of the "No Woman No Drive" YouTube hit) and Yazeed Zaidan - and is set against a specially-composed contemporary soundtrack, that is trendy and appealing to Arab youth.

The platform has become the most successful youth engagement platform in the Middle East – to date, reaching: (1) 7 countries in the Middle East – Saudi Arabia, Palestine, Bahrain, Jordan, Lebanon, UAE and Qatar (2) 52 cities (3) 85 universities (4) 1465 teams (5) 120,000 students The projects have impacted and improved millions of lives across the Middle East. The platform has impacted the way youth saw themselves and their region: (1) 70% students volunteered more than ever before (2) 100% believed that they could make a positive change The film has been seen by over 3 million youth and counting. The platform has generated an unprecedented $3 million in earned media and counting. And ultimately, brand respect and positive sentiment for Coca-Cola: 100%.

The Strategy

Coca-Cola Foundation gave them that platform, where they identified problems in their community and worked together to solve them. We used universities as the primary channel - as they gave us access to a majority of youth in the Middle East. We encouraged university students to identify relevant problems in their community and address the most pressing ones via team projects. The projects have gotten recognition and support from the Coca-Cola Foundation and have made a real difference to people’s lives in the communities across Saudi Arabia, Palestine, Bahrain, Jordan, Lebanon and many more countries in the Middle East.