Coca-Cola VS. Prejudice

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It was mid-Ramadan, and even though all major brands had launched, Coca-Cola was nowhere to be seen

For Coca-Cola’s Ramadan Prejudice campaign, 4 TVCs were to be posted on all Coke’s social platforms. An activation was launched for the duration of the Ramadan campaign: we asked the fans to raise their hands against prejudice, with each hand raised resulting in Coca-Cola donating an extra pound to its 100 Villages renovation project

The result, in addition to fan submission, was the participation of social media influencers, celebrities, and major brands. The activation saw unprecedented success, with nearly 5,000 submissions across all platforms. A major contribution to the success of the campaign was the collages of the most influential submissions, which served to encourage fans to participate in the activation as well as inviting their friends to do the same

We ended the activation using a 6 post collage on Instagram of the submissions while highlighting the hashtag

The moderation for this campaign took a different approach. Taking inspiration from the campaign, we took an extra second to know more about our fans before interacting, giving them personalized replies. This increased the appreciation of our fans, especially influencers, from popular calligrapher Ahmed Fares and novelist Hadeel Abdullsalam, to one of Egypt's top emerging poets, Mohammed Ibrahim

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The challenge with Instagram was that each copy was too long for the platform and contained several elements which needed to be communicated. This issue was solved by adding a VO of negative prejudgments to revealing shots. Users were asked in the caption and VO to tap the screen to “mute the prejudice”.

The Mute the Prejudice Instagram videos added a layer of engagement, which not only got all points of communication across, but also resulted in us receiving several comments saying they enjoyed the Instagram posts more than the copies

The activation was shortlisted for a "Best Use of Social Media" Effie, making it the first recognition of its kind for MO4 Network. It also won an award for "Best Use of UGC " in Social Wins 2015, an award held every year within the Coca-Cola system that celebrates the best and most innovative social media practices in all markets, making it Egypt's first Social Win.