Brand | COCA-COLA |
Product/Service | COCA-COLA |
Entrant | FP7/CAI Cairo, EGYPT |
Category | Fast moving consumer goods |
Entrant Company
|
FP7/CAI Cairo, EGYPT
|
Advertising Agency
|
FP7/CAI Cairo, EGYPT
|
Production Company
|
THE PRODUCERS Cairo, EGYPT
|
The Brief
Egypt is a football nation; the love of this game has been passed on from one generation to the next. Young football lovers transform side streets and alleyways into stadiums. In a country with a large segment living under the poverty line, many of these youngsters are forced to give up their football dreams. No access to school or sports clubs limits their chance of playing football. Copa Coca-Cola went on a nation wide search, including downtrodden, forgotten, and secluded youth centers, to give these unfortunate talents a chance. We wanted to be the brand that makes dreams possible.
Creative Execution
Young footballers are constantly wondering how established footballers get to the top. They too want a slice of the football stardom cake. And this is what Copa Coca-Cola succeeded to do: Give these youngsters an opportunity to achieve their dreams. An icon of happiness and a culture leader, Coca-Cola opted to seek out these less fortunate hopefuls and pave their way to happiness, hope and success. Coca-Cola, one of the World Cup’s sponsors had a direct impact on many young footballers, and it was very rewarding to be able to inflict immediate happiness on the lives of many unfortunate youngsters.
Describe the creative solution to the brief/objective.
Inviting the world’s greatest football player Pele to endorse this sports milestone. He appeared on talk shows to promote the event, in addition to giving a motivational speech to the thousands of young footballers at the inaugural event, held at the Pyramids. A TVC celebrating the launch was aired, starring the coach Manuel Jose, former coach of Egypt’s number one team, Al Ahly. Jose became an ambassador and talent scout. He picked the eight most talented footballers, which were sent to Brazil with the tournament’s winners. The TVC was supported with an OOH campaign and 200 youth centers were branded.
Results
Copa Coca-Cola traveled to 25 governorates to host the matches in more than 200 youth centers. These youth centers were branded by Copa Coca-Cola, and thus transformed into Copa Coca-Cola hubs. Out of 32,000 footballers , 12 players were picked to play in top football clubs in Egypt. The number of teams that participated in this tournament was 4,000 .
the total combined views for the all of the TVCs on YouTube 3,415,869.
Four of our winners later became members of the National football team.
Key Performance Indicators (KPIs):
Is For Football Fans (Total): +17%
Always Doing New Things: +11%
Credits
Tameem Younis |
FP7/CAI |
Creative Director |
Maged Nassar |
FP7/CAI |
Creative Director |
Ayman Anwar |
FP7/CAI |
Senior Art Director |
Heba Safey |
FP7/CAI |
Senior Grapic Designer |
Sherief Youssef |
FP7/CAI |
Art Director |
Heba Radwan |
FP7/CAI |
Head Of Production |
Inas Nagi |
FP7/CAI |
Tv Producer |
Ashraf Hosafy |
FP7/CAI |
Tv Producer |
Mahmoud Enayet |
FP7/CAI |
Post Production Supervisor |
Ahmed Fayez |
FP7/CAI |
Business Unit Head |
Magued Farahat |
FP7/CAI |
Account Director |
Ahmed Youssef |
FP7/CAI |
Account Manager |
Yara Walid |
FP7/CAI |
Account Executive |
Andy Margetson |
N/A |
Director |
Ali Fathalla |
N/A |
Music Composer |
Youssef Ayoub |
Coca/Cola Atlantic Industries |
Senior Brand Manager |
Karim Samir |
Coca/Cola Atlantic Industries |
Brand Manager |
Mohamed Hani |
Coca/Cola Atlantic Industries |
Brand Manager |
Malak Gomaa |
Coca/Cola Atlantic Industries |
Assistant Brand Manager |