Malaysian Media Awards Winners Showcase





2015 | |

Coca-Cola FIFA World Cup

Advertiser: Coca-Cola Far East Limited
Brand: Coke
Creative Agency: -
Credits: -

The Challenge
2014 is the year of WorldCup, but sports association is owned by isotonic 100PLUS. To defend and grow volumes, we had to develop a programme that anchors on Malaysians’ football passion and prove to them that only Coca-Cola can bring the ultimate, refreshingly authentic FIFA WorldCup experience, one that is locally relevant, yet globally connected.

Insight, Strategy and the Idea
We had to defend volumes early. Coca-Cola would make a difference by turning the campaign into “The World’s Cup”, where the all-inclusive campaign will connect everyone to the greatest show of the year, regardless of geography. The programme anchored on key passion points, through only “Coca-Cola can do” assets:
Phase 1: Launch with visit of the Trophy Tour to Malaysia
Phase 2: Inspire Malaysians via Coca-Cola global anthem (Music)
Phase 3: Involve Malaysians with the “Happiness Flag” programme (Social)
Phase 4: Engage and Celebrate World Cup with the football fanatics

Media Execution
Phase 1: We partnered with the 3 biggest media networks (MediaPrima, Astro and RTM) to cover the Trophy Tour in a massive way. Media were invited for a first preview of the Trophy as it arrived on Day1. RTM was given live exclusive broadcast followed by media visits to MediaPrima and Astro. Astro Radio conducted outdoor broadcast, TV3 BuletinUtama broadcasted the unveiling of the trophy live, featuring the Youth&Sports Minister. Malaysians then got to view the Trophy upclose, which generated massive amounts of social conversations.
Phase 2: We localized the global anthem by featuring top Malaysian artists and general public. The song was played on airwaves and Era, Hitz, MYFM conducted a contest calling Malaysians to submit their own versions via online or on-ground. The user-generated videos were featured in the localized music video – bringing Malaysians together to celebrate the “World’s Cup”. The localized anthem and music video were
amplified across all partnered networks – MediaPrima, Astro, RTM, Facebook and YouTube.
Phase 3: We “brought” Malaysians to the WorldCup. Malaysian faces, along with others from 206 countries, were collected and featured on the
“Happiness Flag”, unveiled during the Opening Game in Brazil. The photos were collected via HappinessTruck across 60 locations in 4 weeks. The visits were amplified via radio live crossovers, microsite, and social media, driving further
participation.
Phase 4: WorldCup fever is on! The rallying cry for celebration (thematic messaging) was distributed via TV,Outdoor, Radio. Coca-Cola went on-ground with Astro Ola-Bola event and viewing parties were held at mamaks nationwide to excite and remind Malaysians to enjoy the game with Coca-Cola.

Results and Effectiveness
9,147 attended Trophy Tour event – second only to India! The localized music video on YouTube achieved over 1MILLION VIEWS in just 2-months! 7,931 photos were submitted, making Malaysia the 4th-largest contributor to the Happiness Flag globally! The campaign earned RM51.5million media value through extensive multi-media coverage across TV, radio, press, online and on-ground. “Spontaneous Brand Awareness” grew +4%, “Brand Love” increased +12%. “Is an uplifting drink” +11%, “Consumption Intent” rose +11%, “Brand consumed out-of-home” rose +38%. Sales volume increased +37% over WorldCup period, overtaking 100PLUS’s growth.