2011 Winners & Shortlists

Results and Effectiveness

Huge crowds (180,000+) at the public viewing events. Coke recorded a jump of up to 55% in measured association with football and up to 15% with music. The campaign got a lot on un-solicited PR. The anthem videos have been viewed over 11.5 million times to date and growing. On Facebook, it was ranked among the top 5 performing campaigns in EMEA during the campaign period.

Creative Execution

With the communication tag line of “what’s your celebration”, we gave fans the tools and inspiration to amplify their World Cup celebration. We kicked off the campaign with a TVC that showed football players and fans celebrating previous world cups. We also created a documentary showing the history of celebration and how players and fans celebrate around the world. We set up a YouTube channel for fans to share their celebration videos, and ran a sales promotion giving away vuvuzelas and world cup packages. We brought fans together to celebrate the world cup matches, setting up huge screens at various venues, from stadiums to malls. We also launched an Anthem by K’naan and localized it by featuring Nancy Ajram. To build on this platform, we seeded key influencers on YouTube and shared the Anthem with them, letting them share that content with their subscribers, making it viral.

Insights, Strategy and the Idea

Our objective was to build on the global FIFA World Cup sponsorship of Coca-Cola in an extremely cluttered media environment in GCC and Levant. Our insight? To the Arab youth, football is more than just a game, football is a reason to celebrate. This led us to the big idea of Coke owning “the celebration experience” rather than just owning football.