2009 Winners & Shortlists

Results and Effectiveness

Our brand health indicators sky rocketed putting us far ahead vs. competition. Our football attribute increased by 4 pt, putting us ahead of competition by 7 points. Sales growth soared at a 16% increase across total sparkling product vs. Jan- Feb YA. Market share witnessed a 0.5 pt. increase over a two month span. Our digital activation attained 19% awareness and the flag parade- an astonishing 45%. The flags themselves got over 45,000 signatures, a measure of pure consumer engagement. Unprompted, Coca-Cola was the most salient brand mentioned as the official sponsor of ACN, in Business Compass focus group study.

Creative Execution

Nothing could better symbolize our collective passion and nationalism than five mega Coca-Cola flags that toured the nation on branded double decker buses asking all supporters to sign off good luck messages to their national team. The flags would then be presented to the national team in a huge gala dinner, by the fans themselves. To top that, we launched our own TV program that followed the tour and allowed fans to see themselves and their friends on national television giving their support- signing the flag. The flags even went digital! By creating a group on facebook, we sent our flags digitally to all members. On game days members changed their profile picture to the flag to show their support. National newspapers were captivated by the idea- and PR took off.

Insights, Strategy and the Idea

The African Cup of Nations is the most crucial tournament for Egyptians in the football calendar, and with direct competition owning all sponsorship and broadcasting rights, Coca-Cola’s brand association with football was in jeopardy. Egyptians truly believe that it’s our support as fans that drives national team wins. It is our painted faces, our drums, our catchy cheers, our women, our children and our passion for the game that fuels our win. Whenever we stand side by side our team, we are unbeatable. With the tournament being held in Ghana, far from Egyptian soil, if we couldn’t be there to support, we didn’t stand a chance. How could we build a connection with our pessimistic youth, increase our football ratings and create a place for Coke within this tournament? Through effective media we created an opportunity for youth to join in the support, even if they couldn’t be in Ghana.