Change has a Taste|海报/平面|广告营销案例【ADGuider广告指南】

变化有味道

案例简介：概要沙特阿拉伯是一个罕见的市场，女性直到今天都不能开车。它也是可口可乐遥遥领先的第二市场之一，百事可乐拥有80% 的市场份额。可口可乐需要更接近沙特。2017年9月底，随着沙特统治者通过一项允许女性开车开始2018年6月的法律，该国发生了具有里程碑意义的变化。虽然世界祝贺沙特阿拉伯，但沙特阿拉伯的一半 (主要由保守派组成) 绝对反对这一变化，批评和警告这一决定。“禁止女性驾驶的禁令必须保留，因为她们 '缺乏男性的智力'，” (一名牧师) “预计会有更多的事故发生。” (推特用户) “你可以取消禁令，但是你不能强迫我们让我们的女人开车。“。(一位私家车公司老板) “我向上帝发誓，我会烧掉他们和他们的车。” (YouTube用户) 战略由于来自半个国家的强烈反对，该国的大多数品牌都没有庆祝这一具有里程碑意义的变化，也没有通过任何形式的大众媒体或公共活动来表示对它的支持，只有少数品牌 (福特，大众，捷豹和宜家) 分享简单的社交帖子。百事可乐是沙特阿拉伯软饮料市场的领导者，拥有80% 的市场份额，也选择保持沉默和安全。由于百事可乐对女性驾驶这一话题保持沉默，多年来一直在64个国家/地区支持女性赋权的挑战者品牌可口可乐有机会通过不像其他品牌 (包括百事可乐) 那样回避来接近沙特，尽管只拥有20% 市场。该活动需要触及品牌围绕多样性和包容性的价值观，并与可口可乐赋予女性权力的承诺保持一致。相关性早些时候，没有人会想到沙特阿拉伯的一个品牌会显示一个女人开车。当女性在过去反抗和驱使时，她们要么被监禁，要么不得不逃离这个国家。随着9月2017的法律变化，允许女性开车开始6月-2018，可口可乐是百事可乐背后的挑战者品牌，拥有80% 的市场份额，需要更接近沙特。在对法律变更的强烈反对中，可口可乐的信息，在正确的位置，在正确的时间，在正确的想法的驱动下，支持女性驾驶，是最终的对话驱动力。结果针对沙特阿拉伯，内容在90个国家/地区进行了共享和讨论。我们赢得了8.9亿的社交媒体印象和1.5亿的总覆盖范围。这些内容在新闻周刊 (“沙特阿拉伯的新局面”，《今日美国》 (“大事”)，La Parisienne (“强烈的象征”)，i24 (“改变有味道”)，福克斯新闻，Mashable，赫芬顿邮报，Adweek，GQ，Popsugar，Riyadh Connect，The Financial Express，Arabian Business，Gulf Insider，Emirates Woman，Chouf Chouf等。它产生了390万美元的媒体价值。18% 来自沙特阿拉伯和国外的负面反馈和观点，给了可口可乐以及那些喜欢内容的人，18% 更多的机会围绕沙特阿拉伯女性驾驶的话题进行对话。最终，这导致了可口可乐在沙特阿拉伯的品牌喜爱增加了 + 22%，其中大部分归因于女性观众。执行这部电影展示了一位父亲递给他年幼的蒙着面纱的女儿车钥匙，然后坐在乘客座位上。由于缺乏经验和焦虑，女儿多次尝试驾驶，启动和停止。在父亲用可口可乐轻推的情况下，开车时用可口可乐来衡量平衡，在几次失败的加速和瓶子从仪表板上掉下来后，她变得更加自信，直到加速并开车离开。这部电影被发布在可口可乐YouTube和Facebook平台上。在没有付费媒体支持的情况下，这部电影在沙特阿拉伯、中东和世界各地、WhatsApp聊天、Facebook时间线、YouTube上的转发、Twitter提要、有影响力的个人资料 -- 有机地分享。 CampaignDescription 可口可乐通过推出一部庆祝女性驾驶的在线电影而产生了影响。它展示了一个开创性的、前所未见的、但在沙特阿拉伯却非常令人心动的场景: 一位父亲教他年幼的女儿如何开车。一位父亲教女儿如何开车，这是沙特阿拉伯的女儿们一直渴望的，因为他们看到父亲教他们的兄弟和男性亲戚; 但这是他们从未经历过的事情-直到法律变更发生。在2017年11月法律变更后1个月推出，这是一个品牌关于沙特阿拉伯女性驾驶的第一个大众信息。

变化有味道

案例简介：Synopsis Saudi Arabia is the one rare market, where women cannot drive until this day. It is also one of the rare markets where Coca-Cola has been a distant number 2, with Pepsi owning 80% of the market share. Coca-Cola needed to get closer to Saudis. In end-September 2017, with Saudi’s Ruler passing a law that allowed women to drive starting June 2018, the country witnessed a landmark change. While the world congratulated Saudi Arabia, half of Saudi Arabia (primarily constituted of conservatives), has been absolutely against this change, criticising and admonishing the decision. “The ban on women driving must remain because they ‘lack the intellect’ of men,” (A cleric) "Expect more accidents.” (Twitter user) “You can remove the ban, but you cannot force us to let our women drive.” (A private car company owner) "I swear to God, I will burn them and their cars.” (YouTube user) Strategy Because of the backlash from half the country, most brands in the country didn’t celebrate this landmark change nor show their support for it with any form of mass media or public campaign, with only a few brands (Ford, Volkswagen, Jaguar and IKEA) sharing simple social posts. Pepsi, the market leader in Saudi Arabia in the soft drinks category, with 80% of the market share, chose to remain silent and safe too. With Pepsi remaining silent on the topic of women driving, Coca-Cola, the challenger brand, that has supported women empowerment in 64 countries over the years, had the chance to get closer to Saudis by not shying away like the rest of the brands (including Pepsi), despite owning only 20% of the market. The campaign needed to touch upon the brand’s values surrounding diversity and inclusion and aligns with Coca-Cola’s commitment to enable the empowerment of women. Relevancy Earlier, no one would've imagined a brand in Saudi Arabia showing a woman driving. When women have rebelled and driven in the past, they've been jailed or have had to flee from the country. With the law-change in September-2017 that allows women to drive starting June-2018, Coca-Cola being a challenger brand behind Pepsi that owns 80% of the market share, needed to get closer to Saudis. Amidst a backlash to the law-change, Coca-Cola’s message, in the right place, at the right time, driven by the right idea, taking a stand in support of women driving, was the ultimate conversation driver. Outcome Aimed at Saudi Arabia, the content was shared and discussed in 90 countries. We earned 890 million social media impressions and a total reach of 150 million. The content triggered 2890 posts and articles, across sites like Newsweek (“A New Side of Saudi Arabia”, USA Today (“A big deal”), La Parisienne (“A strong symbol”), i24 (“Change has a taste”), Fox News, Mashable, The Huffington Post, Adweek, GQ, Popsugar, Riyadh Connect, The Financial Express, Arabian Business, Gulf Insider, Emirates Woman, Chouf Chouf among others. It generated $3.9 million earned media value. 18% negative feedback and sentiments from Saudi Arabia and abroad, gave Coca-Cola as well as those who loved the content, 18% more opportunities to engage in a conversation around the topic of women driving in Saudi Arabia. And ultimately, this led to an increase of +22% in Coca-Cola’s brand love in Saudi Arabia, a majority being attributed to women audiences. Execution The film shows a dad handing his young veiled daughter the keys to his car, and then sitting in the passenger seat. The daughter makes several attempts to drive, starting and stopping due to inexperience and anxiety. With a little nudge from her dad using a Coca-Cola to gauge balance while driving, after a few more failed accelerations and deft saves of the bottle as it falls off the dashboard, she gets more confidence until revving up and driving off. The film was posted on Coca-Cola YouTube and Facebook platforms. And WITHOUT paid media support, the film took on a life of its own as it was shared in Saudi Arabia, in the Middle East and around the world, on WhatsApp chats, on Facebook timelines, through reposts on YouTube, on Twitter feeds, on Influencer profiles – ORGANICALLY. CampaignDescription Coca-Cola struck an impact by launching an online film that celebrated women driving. It consisted showing a path-breaking, never-seen-before, yet a very heart-warming scene in Saudi Arabia: A dad teaching his young daughter how to drive. A father teaching a daughter how to drive, is something daughters in Saudi Arabia have always aspired for, having seen their brothers and male relatives being taught by dads; but it's something they have never been able to experience - until the law change transpired. Launched 1 month after the law change, in November 2017, this was the FIRST mass message from a brand about women driving in Saudi Arabia.