|Client/Brand||THE COCA-COLA COMPANY|
|Entrant||FP7/CAS Casablanca, MOROCCO|
|Type of Entry||Sectors |
|Category||Fast Moving Consumer Goods|
FP7/CAS Casablanca, MOROCCO
UM Casablanca, MOROCCO
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.
In our case, there were no classical PR plan, the success of the music video pushed several medias to talk about it.
Tier 1: The music video has been featured on N°1 TV channel 2M and generated spontaneously more than 20 article on digital media platforms.
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
(Facebook business manager, Netbase)
Sales growth : +200 % on slim cans (teens pack )
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)
This music video is a good exemple of how branded entertaining & relevant content can create positive conversation becoming the talk of the town.
In our case, influencers, digital and classical media and even TV were seduced about the way we engaged our target and the success behind.
There were no planned PR strategy, the music video generated articles, a mention in a TV program and a lot of user generated content thanks to it's power to engage the target .
||Client servicing director