THE CHALLENGE

Copa Coca-Cola is a football platform that creates happiness and life long memories for teenagers and their local communities. Coca-Cola wanted to recreate excitement for the competition among the core communication targets and drive significant offline and online media coverage on the campaign and also leverage highly on electronic media.

Insight & Idea

"Engage and generate anticipation"

There is a large sea of football talents in Nigeria , these talents wish to be successful in life and aspire to great heights like their football and general mentors, Coca-Cola wanted to officially announce the 2017 Copa Coca-Cola tournament, and reach out to the very heart of football in Nigeria, the teenagers and make the tournament bigger and better that anyone could imagine.

Our strategy was to engage stakeholders and create top-of-mind awareness and generate anticipation for the upcoming tournament which was played across 36 states in Nigeria, amplify each stage of the competition through targeted messaging and audio-visuals, drive continuous conversations around winnings/rewards during the competition, create real-time engagement on TV, Radio, Social Media and Print, create strategic messages reinforcing Coca-Cola’s passionate commitment to grassroots development and finally portray COPA as leading teen outreach using football as a touch point (Emotive Player Profiling).

Execution

Generate the buzz

We divided the campaign into phases leading all the way from the Stakeholders forum to the grand finale. At the stakeholder’s forum, we prepared and distributed media kits to the press, invited the media and managed the press conference, coordinated interviews and deployed press releases on tier 1 & 2 news platforms. We definitely did not forget social media. Our team of sports influencers on social media created informative and exciting content throughout the entire duration of the stakeholder’s forum and the tournament using the official hashtag #CopaCocaColaNG.

Here are some conversations on social media.

Videos

Copa Cocacola 2017

COPA Lagos Press Conference

The ROI

Campaign Awareness:

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