Brand | COCA-COLA |
Product/Service | COCA-COLA |
Entrant | J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES |
Category | Influencer / Talent |
Idea Creation
|
J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
|
Media Placement
|
UM MENA Dubai, UNITED ARAB EMIRATES
|
Production
|
FILM PUDDING Dubai, UNITED ARAB EMIRATES
|
Background.
Females in the Middle East are currently battling for equal rights across several fronts. Despite some recent progress, certain areas of Arab society remain off limits to women. One of these is the sport of football. Even though female fans number in the millions, females have traditionally been excluded from the football experience. In fact, prior to this tournament, no females have ever even been allowed in an Arab-language broadcast booth; leaving women feeling excluded from the sport they love.
As part of their affiliation with the recent Asian Football Cup (AFC) tournament, Coke wanted to utilize female influencers to engage with football fans in a way that would 1) smash conventional gender roles in the region and 2) serve to provide a more inclusive online and live experience that would bring together both male and female fans.
Describe the creative idea.
Coca-Cola brought together female influencers from the worlds of football and pop culture to create the Arab world’s first all-female football commentary crew. A difficult task because females have been excluded from the football dialogue and no female football experts with broadcast expertise exist. Our broadcast crew were carefully selected to include a former pro athlete, a Saudi female footballer and a social influencer. The latter was chosen to add a more human approach to the typical stat-driven male broadcasters.
Our team provided livestreamed play-by-play, analysis, stats and storylines for a full 90 minutes of live game coverage during the Asian Football Cup match between Saudi Arabia and Japan.
Describe the strategy.
We wanted to communicate Coca-Cola’s brand purpose of togetherness to our female target in a region where female empowerment is beginning to get the attention that it deserves.
Research showed us that during major football tournaments, men stick to the television screens; ignoring all else. The match broadcasts themselves are tailored exclusively to men. This creates a disconnect for female football fans with the game they love. Women are excluded.
Social media data told us something remarkable. Despite being excluded, female fans across the region showed increased interest in football – up 56% over average. Women clearly wanted to be part of the conversation when it comes to large tournaments.
Describe the execution.
The broadcast was streamed live simultaneously across 5 platforms, so people could choose whether to watch our broadcast or use it as an audio simulcast for the televised match. In order to project a feeling of professionalism and legitimacy, we created a studio in the mold of other high-end live sports production facilities. Each of our influencers was assigned a role in the broadcast based on her area of expertise. Our pro athlete provided color commentary. Our Saudi footballer called the match play by play. Our social influencer provided personal player details.
List the results.
Female Share of Voice in the AFC online increased 85% during the live stream broadcast.
Reach 4,400,000+
Views 1,300,000+
Engagements 1,100,000+
Credits
Paul Banham |
J.Walter Thompson Dubai |
Executive Creative Director |
Alex Murray |
J. Walter Thompson Dubai |
Copywriter |
Alaa Demachkie |
J. Walter Thompson Dubai |
Creative Director |
Tytus Klepacz |
J. Walter Thompson Dubai |
Senior Creative Director |
Sasan Saeidi |
J. Walter Thompson Dubai |
CEO Gulf |
Elie Abi Akar |
J. Walter Thompson Dubai |
Account Manager |
Julia Schmutzler |
J. Walter Thompson Dubai |
TV Producer |
Omar Al Ani |
J.Walter Thompson Dubai |
Community Builder |
Farida Nassar |
J.Walter Thompson Dubai |
Community Builder |
Emirhan Arat |
J.Walter Thompson Dubai |
Planning Director |
Mazen Fayad |
Film Pudding |
Director |
Film Pudding |
Film Pudding |
Production House |
Nour Dagher |
Film Pudding |
Production |
Layal Moukahal |
Film Pudding |
Production |
Mark Hayek |
Film Pudding |
Production |
Firose Parambil |
J.Walter Thompson Dubai |
Graphic Designer |
Links
Social Media URL