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.

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.

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.