Sprite: Minalakhir [video]

Credits & Description:

Advertiser: COCA-COLA COMPANY
Agency: MEMAC OGILVY, UM
Category: Food and Non-Alcholic Drinks
Advertising campaign: MINALAKHIR
Copywriter: Hadeel Ahmad (OgilvyOne)
Designer: Mahesh Powar (OgilvyOne)
Digital Media Supervisor: Majez Sraj
Planner: Nick Moore (OgilvyOne)
Associate Creative Director: Sally Tambourgi (OgilvyOne)
Brand Manager: Sharat Mohanchandran (Coca-Cola)
Client Services Director: Sean Hart (OgilvyOne)
Account Manager: Tara-Paige Gelman (OgilvyOne)
Business Director: Tarek Shawki (Memac Ogilvy)
Creative Director: Fabian Roser (OgilvyOne)
Media Manager: Omar Katerji
Executive Digital Producer: Yousuf Baqir (OgilvyOne)
Web Developer: Mohammed Sayeed (OgilvyOne)
Regional Creative Director: Nabil Moutran (OgilvyOne)
Designer: Nadine Hallak (OgilvyOne)
Software Development Manager: Qainan Idris (OgilvyOne)
Account Director: Sevim Oezdel (OgilvyOne)
Group Brand Manager: Tarun Sabhlok (Coca-Cola)
Marketing Manager: Tolga Cebe (Coca-Cola)
Relevancy
Sprite is all about opinions and refreshing truths, what better way to reconnect with the audience who needs a venue exactly for that. Blogs quickly picked-up on Sprite’s bold move and social channels started twittering, commenting, sharing and debating on controversial topics which on the surface – is spoken only in hushed whispers.
Client Brief Or Objective
Sprite has been virtually non-existent in the Middle East for three years. Our task was to refresh the minds of online resident young Saudis, reconnect them with a brand known for its no bullshit, say-it-as-it-is attitude – and activate them to speak their truths in a country that limits freedom of expression and loves censorship.
Outcome
As a result of this entertainment driven campaign, our connections rocketed from 53 Facebook fans to around 600,000. Our YouTube channel has hit over 6.5 million views not even half way through the campaign and counting. The Internet buzz metric around brand Sprite shot up. From a monthly average of 10 brand mentions generating less than 15000 impressions before the campaign, it went on to garner a phenomenal 7000 brand mentions with over 141 Million impressions during the campaign period.
Implementation
Insights told us that our audience live a life of contrasts, spoiled as consumers yet silenced by cultural laws. What they wanted most was to talk, be heard, express their views. So, we set up a stage for them to think, laugh, speak their truths. We streamed a online comedy series with a daring view on Saudi’s social struggles – topics close to their hearts, but bottled up inside via our website, Facebook and YouTube channel.We created a multi-platform ecosphere with minimal content filtering and maximum self-expression planning to reach 250,000 eyeballs per episode and 100,000 Facebook fans.