2014 Winners & Shortlists

Results and Effectiveness

1. 10,000 visitors to the event 2. 250 reporters attended the WCTT press conference 3. 72 regional and satellite and international channels covered the event 4. 19 clippings in press 5. 71 as TV coverage 6. 112 as online clippings all completely for free 7. A total of 11 unpaid TV interviews for a total duration of 11 hours 8. All the above summed up to a total of 3 million dollars worth of media coverage in less than a week 9. Productivity: 10% of our yearly media investment

Creative Execution

The three day World Cup Trophy extravaganza kicked off with a press conference in the presence of prominent guests and government officials including Egypt's Minister of Industry and Trade and Minister of Youth. On day two, the Trophy was escorted to its stage, overlooking the historical Pyramids of Giza, opening its doors to children with special needs for a day of fun, music and Coca-Cola. Marking the third and last day of the Trophy Tour in Egypt was an all day, all night party for all Coca-Cola and football lovers. Gracing the stage of the event was a long line of performers, including rising local bands like Salalem and Cairokee and a performance by the stunning Lebanese singer Miriam Fares. The World Cup Trophy Tour (WCTT) was masterfully turned into an integrated campaign, including TV ads, press conference, radio ads and an extensive OOH network, to promote a state of the art event; one of the biggest on ground activations the country has seen.

Insights, Strategy and the Idea

Dampened spirits, the millions of avid Egyptian football lovers were disheartened. The tragic 6-1 loss to Ghana shattered the dream of making it to the World Cup. Nobody wanted to hear, see or talk football. And this is exactly what Coca-Cola's challenge was: Would it be right to bring the World Cup Trophy and its festivities to Egypt now? Coca-Cola, an icon for happiness and the helm of cultural leadership, opted to go ahead as planned and orchestrate a three day World Cup extravaganza. Sending out the message that Egypt was and still is a safe country, safe enough to have the FIFA bring the World Cup Trophy, an iconic of football and unity, to visit. Taking its role as a culture leader up a notch, Coca-Cola wanted to have an international role in altering the misconceptions many people have of Egypt.