2016 Winners & Shortlists

The Campaign

The challenge was to produce a piece of content relevant and engaging to the youth in KSA.

The Brief

Unite young football fans in KSA by remind them of their love for the beautiful game.

Execution

Both clubs and players were contacted to get their approval for participation. JWT then proceeded with producing the film in the KSA shooting it with real fans and the 2 legendary players. The campaign ran on digital on Coca-Colas Youtube & Twitter platforms and is still present till the current day.

Coca-Cola was able to bring two rivals together for the love of the game. Fans and players on both sides were encouraged to share a laugh with each other before going head-to-head in their "grudge match". The activation was warmly welcomed from supporters of both clubs before the game. As a result, we witnessed friendly interactions between them, football influencers and bloggers on social - ensuring the conversation spread regionally. Coca-Cola also engaged the target audience in quality 1-on-1 conversations. Influencers: Mustafa Agha @mustafa_agha (3.86M followers) top regional football presenter, “Sada al Malaeb” host Waleed al Farraj @waleedalfarraj (3.73M followers) top regional football commentator YouTube: 5.9M views (total) Total likes: 8K Subscribers: +310.3% (9,161 total) 14.4K interactions Facebook: 1.1M views (total) 26.7K PTA Instagram: Followers: +149.4% 1.8K PTA 251 likes, 137 comments (average) Twitter: 1.56M impressions 18.8% engagement rate +22K profile clicks Followers: +4.6%

The Strategy

The insight behind this campaign was that the passion for football is something that runs so deep that it’s capable of dividing nations – yet it’s just as capable of uniting us with a powerful common love: the Beautiful Game.