Coca-cola Promo, Case study TODAY I WILL by Fortune Promoseven Dubai

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TODAY I WILL

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Industry Soft Drinks
Media Promo & PR, Case study
Market United Arab Emirates
Agency Fortune Promoseven Dubai
Executive Creative Director Fadi Yaish
Art Director Gautam Wadher
Copywriter Aunindo Anoop Sen
Producer Nadine Lteif
Account Supervisor Hana Zarour
Released December 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: FP7/DXB
Media Agency: UM MENA, Dubai, UNITED ARAB EMIRATES
Art Director: Gautam Wadher (FP7/DXB Dubai)
Copywriter: Aunindo Anoop Sen (FP7/DXB Dubai)
Business Unit Director: Tarek Ali Ahmad (FP7/DXB Dubai)
Account Supervisor: Hana Zarour (FP7/DXB Dubai)
Digital Production: Momentum Mena (Momentum Mena)
Group Media Director: Dana Nahas (UM Mena)
Executive Creative Director: Fadi Yaish (FP7/DXB Dubai)
Agency Integrated Producer: Clarisse Mar Wai May (FP7/DXB Dubai)
Graphic Designer: Ryan Atkinson/Mustafa Kawtharani/Bana Salah (FP7/DXB Dubai)
Senior Account Executive: Luciano Rahal (FP7/DXB Dubai)
Account Planner: Nohad Mouawad El-Khoury (FP7/DXB Dubai)
Media Director: Shadi Braish (UM Mena)
Film Director: That Go
Dop: Laurent Tangy
Executive Producers: Marc Hadife/Joyce Hadife (City Films Beirut)
Producer: Nadine Lteif (City Films Beirut)
Music: AOC Paris
Colourist: Didier Le Fouest
Agency Producers: Dolly Saidy/Souraya El-Far (Mint Mena)
Group Brand Manager: Abbas Arslan (Coca-cola Mena)
Media placement: Today I will film TV - MBC 2, MBC 1, Abu Dhabi TV - 5 February 2012
Media placement: Today I Will mobile film - Saudi Arabia Mobily Network - 10 February 2012
Media placement: Today I Will film on facebook - Facebook tab - 31 Jan 2012
Media placement: Today I Will film on the can - On the can - 1 Feb 2012
Media placement: Instore poster - Supermarkets, Grocery In Saudi Arabia, Oman, Qatar, Bahrain, Jordan, Palestine, UAE. - 15 Jan 2012
Media placement: Today I WIll billboard - Eyemedia, Sh.Zayed Road Dubai - 20 Feb 2012
Media placement: Coke Today I WIll can - Restaurants,Supermarkets,Grocery, mall food courts In Saudi Arabia, Oman, Qatar, Bahrain, Jordan, P - 20 Jan 2012
Media placement: Online influencers events - UAE, Shelter - 29 Dec 2011

Insights, Strategy & the Idea
OBJECTIVE
In the wake of the Arab Spring, how could Coke further empower a group that had already done so much to empower their nations?

INSIGHT
We hit the streets of the Kingdom of Saudi Arabia and the region to probe the state of mind of the Middle Eastern youth, who find themselves at a crossroads of Modernity and tradition, globalisation and tribal customs, where family dictates choices and one is constantly judged by society at large.

We found that the biggest challenge for them to overcome was them vs themselves.

CHALLENGE
These youth gained empowerment as a group.
Our challenge was to empower them as individuals.

IDEA
We created Today I Will. An initiative aimed at unlocking individual potential while also staying true to the values that shape Middle Eastern society.

Creative Execution
To maximise impact through social media, we launched Today I Will Facebook with an online film of the youth’s voice.

We designed ‘Today I Will’ Coke cans. We identified people from the region who overcame challenges, realising their potential. Through an augmented reality Facebook app, people watched their stories directly on the can.

We invited youth to share their own stories through our Facebook tab to be on the can too. The Today I Will can became a community stage where individuals were empowered by one another.

In-store posters were created at ‘Today I Will’ can touch-points.

The ‘Today I Will’ film was then launched on the Coke cans, turning them into millions of screens across the region. It was launched on Facebook before it hit TV and mobile screens.

Results and Effectiveness
20 days post launch on Facebook:

80000+ new 'likes',
78.1 million posts’ impressions,
15.4 million viral reach,
9.1 million page consumptions
6.8 million page engaged users.

Facebook app/film tab got over 350,000 views - 17 views per minute

Within 12 hours, ‘Today I Will’ film got 300,000 mobile downloads in Saudi Arabia alone -a regional record.

#todayiwill became a leading trending topic across UAE.

250,000 USD worth unpaid media coverage.

Can influencers were interviewed for their ‘Today I Will’ stories.

Coke cans would never been seen as mere cans anymore, but symbols of inspiration for youth across the region.