Brand | COCA-COLA |
Product/Service | COCA-COLA |
Entrant | J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES |
Category | Use of Branded Content created for Digital or Social Media |
Idea Creation
|
J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
|
Media Placement
|
UM MENA Dubai, UNITED ARAB EMIRATES
|
Production
|
FILM PUDDING Dubai, UNITED ARAB EMIRATES
|
Why is this work relevant for Media?
Coca-Cola wanted to reach as many female football fans as possible for their groundbreaking broadcast by the Arab world’s first all-female football commentary crew. Unfortunately, our target was spread across 10 different countries and held vastly different social media consumption habits. We needed to choose social media platforms that covered these varied habits, while also allowing for different types of engagement. Some fans would use our broadcast as an alternate audio simulcast, some as the primary video for the AFC tournament match between Saudi Arabia and Japan.
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, 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 1) smash conventional gender roles in the region; 2) serve to provide a more inclusive online and live experience that would bring together both male and female fans and 3) utilize the proper online platforms given the divergent media habits of our target across 10 countries.
Describe the creative idea/insights
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 for the Asian Football Cup. This was a different kind of live broadcast. Research was clear that women felt disengaged from all-male broadcasts due to the type of stat-driven content that dismissed more emotional player stories. Coca-Cola created a broadcast that was more inclusive, more human and more engaging than traditional live football broadcasts. 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 – each reflecting the different social media habits of females across 10 Middle Eastern countries. Also, we needed a variety of different formats based on whether the target was going to consume the content as a simulcast to the televised match or as a replacement for the primary broadcast. 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