Campaign details

Brand: Coca-Cola
Brand Owner: Coca-Cola
Lead Agency: FP7/Dubai
Contributing Agencies: UM Dubai
Country: Middle East
Industries: Carbonated soft drinks
Media Channels: Content marketing, Mobile & apps, Online display, Online video, Social media, Television
Budget: Up to 500k

Executive summary

In a time of tension and divide between Arab countries, Coca-Cola launched Let's Sing Together – a music-based branded content platform from Coca-Cola for Arab countries that showed how what binds Arabs together, is stronger than what was pulling them apart.

And through a connected content campaign across TV, social media and on-ground, we got Arabs across the region – artists and everyday people – to sing together.

Achievements:

  • 125.9 million impressions on social
  • 52.7 million views
  • Became the third most-watched content on MBC4
  • USD$ 1.4 million in gross advertising revenue
  • Relevance: +37%
  • Consumption intent: +24%