2018 Winners & Shortlists

The Campaign

To rally Moroccan teenagers against their stingy neighborhood grocers, we created a music video using a popular genre in Morocco (Rap music) that played on very local expressions of anger and disappointment to give a voice to all teens who find themselves having a coke that is not cold

Creative Execution

In less than two weeks and with a small budget not exceeding 25 000 USD we created the music with one of the best rap signers in Morocco and produced the video. The video has been placed on Facebook as a primary social media and youtube (organic reach only).

The music video became the summer viral hit, generating positive conversation and immediate reaction with people tagging their grocers. Over 7.5 million views on facebook More than 152 000 likes 9 512 shares 7 148 comments Sales growth : +200 % on slim cans (teens pack ) (Facebook business manager, Netbase) We passed from 55% to 71% of coolers switched on, with more than 7 cities above 80% during mid-day and even more than 95% in 2 key cities.( source :Right execution daily report – Coca-Cola Company) We also boosted Coca-Cola Brand Perception KPIs Brand Leadership: +29% from 59% to 83% YTD Very Refreshing: +16% from 50% to 66% July YTD Always Doing New Things: +16% from 44% to 60% YTD Doing Something Different: +4% from 52% to 56% (Source : Brand guidance score – Ipsos)

Instead of having a classical approach, our strategy focused on how to make a significant change in the consumers habits talking their language and offering them a piece of entertainment. We used Music to deliver in a funny and viral way our message.