2014 Winners & Shortlists

The Brief

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, went ahead and planned a three day World Cup extravaganza. Taking its role as a culture leader up a notch, Coca-Cola wanted to have an integral role in altering the misconceptions many people have of Egypt and send out the message that Egypt was and still is a safe country.

Describe how the promotion developed from concept to implementation

The three day World Cup Trophy extravaganza kicked off with a press conference in the presence of Egypt's Minister of Industry and Trade and Minister of Youth. On day two, the Trophy was escorted to its stage, overlooking the Pyramids of Giza, inviting children with special needs for a day of fun, music and Coca-Cola. Marking the third and last day of the Trophy Tour was an all day party for all. Gracing the stage of the event was a long line of performers, including rising local bands like Salalem and Cairokee and Lebanese singer Miriam Fares.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

Priding itself on being an icon for happiness and the helm of cultural leadership, Coca-Cola took it upon themselves that it was time to take rapid action and lift the spirits of all the disappointed football fans, in addition to spreading out a loud and clear message to the rest of the world that Egypt was and still is a very safe place to be.