Dubai, UAE, November 28th, 2013- Memac Ogilvy PR were presented with two MEPRA awards on Wednesday at the Middle East Public Relations Association Awards for the Sprite Min Al Akher Campaign.   The first accolade was for Best Use of Social Media/ Digital PR; and the second commemorated it as Best Campaign of the Year.

The strategy behind the Min al Akher's campaign was to utilize the online stratosphere, as it offers limited filtering, which facilitates freedom of expression and provides consumers with the opportunity to be heard. Facebook, Youtube, and Twitter accounts for the Min al akhir campaign were created.  Sprite and sa7i.com created a series of comic mini webisodes, each around 5 mins that took a refreshingly honest spin on life with bold views of Saudi's social struggles.  Initially, the no sugar coating policy evoked a lot of criticism; however, Sprite remained true to its brand personality and met the resistance with persistence. Within eight weeks haters turned into loyal followers and the campaign reached epic proportions.

The Sprite sales volume that had grown by only 4% in KSA the year before grew by an incredible 15% in 2012. 53 Facebook fans in July 2012 grew to 789,874 as of 31 July 2013. Engagement rates across all posts on Facebook reached 7%, outperforming the industry standard and competitor's engagement rates by 900% every month. The Internet buzz metric around Sprite shot up. From a monthly average of 10 brand mentions generating less than 15,000 impressions before the campaign, it went on to garner a phenomenal 7,000 brand mentions with over 141 million impressions during the campaign period.

Sami Moutran, Business Director of Memac Ogilvy PR says, "This has been a truly humbling night, as an agency we are extremely proud to say that we have won an award for every category we were nominated for, and to take home an award for Campaign of the Year is just the cherry on top! As an agency we embrace the importance of social media, which is why we offer social media training to everyone in the PR department. We believe in customized online campaigns to enhance the digital footprint of our clients whenever relevant.  I'm also full of pride for being surrounded by such great individuals and this award is truly a tribute to the hard work, excellence, and dedication of the team! "

Memac Ogilvy PR was also highly commended for their work on Pfizer and the Hidden Faces of Diabetes campaign in Algeria.

© Press Release 2013