Share a Coke

TURNING A LOCAL LOVE OF SHARING INTO A LOVE FOR Coca-Cola.

OVERVIEW
Coca-Cola had the world’s lowest market share in Lebanon, an embarrassingly low 3%. People clearly didn’t identify with the brand. Our task was to introduce the Coke brand back into Lebanon using the global ‘Share a Coke’ campaign. But we needed a twist, something fresh to win over the hearts of the locals.

We knew that November 22nd marks Lebanese Independence Day, and since the Lebanese people are a proud nation, we strategically launched our campaign while pride was at its highest. In an already cynical market, and as the underdogs, we had to win their trust. So we decided to do something they have always done – share. We gave people the chance to name their happiness by dropping our name on the cans and giving them the chance to replace it with their own. Or their loved ones. Or family. Or friends.

THE RESULTS
Coke sales increased 80%, and brand love went up by 710%. We engaged with 2.3 million people – half of Lebanon’s population! Coca Cola's Twitter activity skyrocketed by 125%, receiving an estimated 206 million impressions. Our Facebook fan numbers shot up by 46%. And despite Coke not having an Instagram presence, over 1250 people flooded it with photos. Our TVC earned exposure on shows and channels including Hayda Hakeh and MTV, also receiving 1.8 million impressions on YouTube.

It’s been Coca-Cola’s most successful campaign in the Middle East. Ever.

ROLE
Concept / Copywriter

CREATIVE TEAM
Ramzi Moutran ECD
Sascha Kuntze CD

Nour Deeb
Irfan Ghani

Maya El Kai

 

2754e226393925.56354c0339fe8
d0ea6c26393925.56354bba311f5
5ee43626393925.56354bc6b0343
wpid-megspotchecks41_

The TV ad

Check this out

Beckham Capsule CollectionThe rebirth of an icon

Dubai TourismDiscover all that's possible

Doctors Without BordersChallenging choice to saves lives

Volkswagen Golf RCar of the Year, again

Volkswagen Auto HoldKnow when to Hold It

Qatar Reading FoundationInspiring a nation to read

JuventusFusing tradition and elegance

adidas ClubsCreative direction for clubs

Volkswagen CalendarThe world's most eco-friendly calendar

Volkswagen ESPThe world's first self-levelling ad

Arwa WaterWell-being is everything