THE CHALLENGE

In a bid to generate conversations and anticipation for the 2018 FIFA World Cup, we were given the brief to introduce the one-of-a-kind iconic original FIFA World Cup Trophy to World Cup fans here in Nigeria. The FIFA World Cup was to make its stop in Nigeria and spend four days in two cities, Abuja and Lagos, but with various brands clinging to the football season association, we knew we had to do things differently in order to create awareness and dominate the conversation/mind space.

Insight & Idea

"Generate awareness for the campaign"

Since Coca-Cola as a brand has been involved with Football in Nigeria; through the partnership with Nigeria Football Federation (NFF), COPA Coca-Cola, and the association as the FIFA global partner for the World Cup, the Idea was to consolidate on this position by creating a distinctive fit. To do this, we employed social media marketing, media engagement, content development, influencer (celebrity / micro) marketing and bloggers engagement to create huge top of mind awareness for the Coca-Cola FIFA World Cup Trophy Tour Campaign.

Execution

Influencing the online community

We created the #FIFAWorldCup campaign where 15 of our influencers on twitter created memes and drove conversations for 3 days. #FIFAWorldCup became a trending topic under 48hrs and more people joined in on the conversations.

The ROI

Total PRV of N83, 000,000 was achieved; 84%
were online mentions.