Advertiser: Coke Brand: Coke Creative Agency: - Credits: -
FIFA World Cup is marked by excitement amongst fans, and over 500 advertisers competing for a piece of attention, relevance and consumption. CocaCola had a big challenge to galvanize the greater populace to make us the chosen beverage during this once every 4 years event.
Insight, Strategy and the Idea
“Cupturalists”, the majority of football viewers, not nearly as knowledgeable and current as their diehard counterparts but fear missing out, want to be part of the conversation with friends and family, and hence, need a boost of energy and casual conversation “hooks” to keep themselves involved. Hence we found our role: ignite the Cupturalists’ inner fan and helping them stay connected by “giving them a say” in the matches.
We engaged Cupturalists while driving the need to drink Coke when viewing matches. ‘Pick your Team’ was the message in bitesized branded videos published on social, taking over the Stadium Astro’s social media page through image and poll posts on FB, IG, and IG Stories to directly get viewers to choose and vote which team they’re rooting for. Timetargeted posts connected with Cupturalists right before matchtime, while chat groups were also hijacked. Our playful prematch summaries and predictions encapsulated in video posts allowed Cupturalists to vote through the adjacent comments section, with results featured in FWC’s pre and halftime shows, as hosts invite even more audiences to participate. As voting data grew, we developed even more realtime prematch predictions content, and inturn shared them back onto Social to ‘challenge’ even more Cupturalists to participate, while simultaneously giving them the talking points they need. Parallely, we activated our national promotion through Facebook posts for chances to win exclusive merchandise, limitededition Coke and a flight to watch the finals live.
Results and Effectiveness
Engagement rate surpassed target 3x. Social helped achieve record sales +45% in June vs precampaign, +1.3 million cases sold!