2016 Winners & Shortlists

The Brief

Al Hilal & Al Nasr teams were about to go head to head in one of the biggest games in KSA history as they were playing this game in a globally renowned sporting venue (Wembley Stadium). Coca-Cola saw this opportunity as a chance to remind the fans of both teams that they have one main thing in common despite their rivalry and that is their love for the game. We did this through bringing together the most iconic football players together from each club Sami Al Jaber and Majid Abdallah.

Creative Execution

Football is one of Coca-Colas' largest platforms globally and the KSA market is the main market in the region therefore it was crucial for Coca-Cola to produce a piece of content both relevant and engaging to the Saudi youth on one of our main platforms, Football. 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 typical 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%

Explain why the method of promotion was most relevant to the product or service

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