2010 Winners & Shortlists

Results and Effectiveness

As a result of Coke's 1989 campaign. At least 20,000 fans showed up at the game wearing the coca-cola 1989 t-shirt. The videos and interviews had a huge viral effect reaching over one million youtube views in total. Coca-Cola became very much a part of the egyptian fan base at this very important game. the year 1989 became an integral part of the game. Most importantly, this campaign definitely sealed coca-cola's place as the official sponsor of egyptian fans.

Creative Execution

The creative idea/solution was to go out and find 89 fans who went to and witnessed the 1989 historic win over Algeria, which took Egypt to the 1990 World Cup Finals in Italy. We used mostly radio (nile fm 104.2) and (nogoum fm 100.6) to find and recruit fans. We also used some TV programs to find and recruit fans who went to the game. We developed a website for this undertaking. WWW.EGYPT1989.COM where people can send information about the game, read information about the game, or refer friends who have been to the game. See the list of existing fans so far. etc. We produced a 3min film for television. that aired four times. 1989 outdoor posters were placed all over cairo and alexandria. the first time a 3min paid tvc airs on egyptian television. The film explains the idea and includes interviews with the different fans.

Insights, Strategy and the Idea

The over all objective was to re-assert Coca-Cola as the official sponsor of Egyptian Fans. And since the Egypt-Algeria game of Nov 2009 was the one thing on every fan's mind, we decided to find 89 fans from the Egypt-Algeria game of 1989 and take them to this year's game. The last time Egypt qualified for the world cup was in 1989, so as a good luck charm we thought 89 fans from 89 will surely help us qualify this time.