Rooted in this unspoken truth, our idea flourished when Coca-Cola decided to highlight a worrying observation. How were Egyptians wearing other countries’ jerseys and not their own? As silly as it seemed, as indicative as it was to so much more. Egyptians not wearing their national jerseys was a sign of apathy and disloyalty. We needed to wake Egyptians up. It was time to start wearing our jerseys again. Our message was simple, if you’re really Egyptian, you won’t wear another jersey, give us any other jersey you have, and we’ll replace it with an Egyptian one. Be it authentic or fake, any jersey could be replaced with Coca-Cola. The initiative would be a win win for all, as our consumers got their new jerseys and the collected old ones would be recycled into duvets for the homeless to use in rural areas in the Delta region.
To complement the online video we got one of the most patriotic TV presenters to introduce the campaign for the first time on TV on her show. Whereas she interviewed Captain “Hassan Shahata” the previous Team coach to remind people on Egypt’s winning streak then she interviewed Karim Samir to introduce the initiative and that coca-cola wants you to support Egypt. Together they exchanged the audiences foreign jersey and gave them Egypt’s jersey live in her studio to demonstrate the process.
The campaign successfully distributed over 100,000 Coca-Cola Egypt jerseys and in result produced 1,000 duvets for the homeless this winter. Online, the campaign reached 50 million users and was shared by over 20 different online publications for free. Influencers, celebrities and opinion leaders all over the country shared the campaign and participated by using our hashtag 91K times to show off their own new Coke jerseys that they had exchanged in support of the initiative. Prime time TV shows featured our campaign and interviewed Coke’s Brand Manager live to help promote the initiative, achieving over $50,000 in earned media.
Despite the fact that Coca-Cola was NOT the sponsor of the African Cup and was NOT endorsing any star players, it somehow managed to hijack the event by being everywhere Egyptian fans were. The call to action and first introduction to the campaign took place online where Egyptians were able to share the initiative with friends and followers, making it a trending topic. To complement the online video we organized a small event on TV on one of our programs we sponsor. Leading to the first TV introduction for the campaign and ending with the audiences exchanging their foreign jerseys
Insights, Strategy and the Idea
With competition being the main sponsor of the event and most of its star players, Coca-Cola needed to work on what it owned, The Egyptian Fan.
For Coca Cola, the brand that supported the Egyptian football fan for the last decade, this state of apathy was a crisis! Coke felt it had a responsibility towards its consumers. And with all brands across the country communicating the event, we decided to stray away from the field, from the game and get closer to the emotion and the stifled pride in Egyptians. Our campaign wasn’t about football; it was about being proudly Egyptian.