2019 Winners & Shortlists

OFFSIDE STUDIO

BrandCOCA-COLA
Product/ServiceCOCA-COLA
EntrantJ. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
CategorySocial for Mobile
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 engage with football fans in a way that would 1) smash conventional gender roles in the region; 2) provide a more inclusive experience that would bring together both male and female fans; 3) give female fans a fresh, simple, accessible alternative to traditional broadcasting formats.

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. This was a different kind of broadcast. One that was more engaging, more human and more inclusive than traditional football broadcasts. Our team provided live 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 via their mobile devices – 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 via their mobiles. We partnered with Sport 360 – the region’s leading sports publication company. We provided live commentary for the AFC Saudi-Japan elimination match. Postgame recaps for 3 other Arab-nation elimination games were also streamed.

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

Name Company Role
Paul Banham J.Walter Thompson Dubai Executive Creative Director
Tytus Klepacz J. Walter Thompson Dubai Senior Creative Director
Alaa Demachkie J. Walter Thompson Dubai Creative Director
Alex Murray J. Walter Thompson Dubai Copywriter
Elie Abi Akar J. Walter Thompson Dubai Account Manager
Sasan Saeidi J. Walter Thompson Dubai CEO Gulf
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
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