FIFA World Cup Trophy Tour by Coca-Cola

Brand: Coca-ColaCompany: Coca-Cola Co.Agency: Ignition, Inc.Campaign Title: FIFA World Cup Trophy Tour by Coca-Cola Product Category: Carbonated beverages Time Frame: January-April 2006Award Category: International/Global Promotion (with no budgetary parameters) Marketing OverviewThe opportunity was to create the first-ever global FIFA World Cup Trophy Tour featuring the real trophy, which provided significant opportunities because research from Sport Intelligence showed huge awareness for the FWC Trophy.Objectives: Reinforce Coca-Cola's association with soccer (football) by leveraging "We All Speak Football," the official theme of Coca-Cola's 2006 sponsorship activation.Provide the means for an earlier kick-off of local-market FWC activation plans and system excitement, as well as a means for stronger activation in each market.Initiate earlier activation to differentiate Coca-Cola from other FWC sponsors and engage in a relevant way all key stakeholders: customers, press, local authorities and Coke employees.Reinforce Coca-Cola's position as the respected and preferred partner for the football community globally.Enhance the credible association between the Coca-Cola brand and the FWC among consumers.Strategy & TacticsThe inaugural FIFA World Cup Trophy Tour by Coca-Cola was the most extensive exhibition of the real and authentic FWC Trophy, and a first for an event linked with a brand. The tour lasted January through April 2006 (about 100 days), visiting 29 countries, 31 cities and six continents.Under the "We All Speak Football" banner, the tour celebrated each city's passion for football by giving fans the opportunity to see football's most coveted prize close-up. In each city, there were two full days of activation, with schedules that specifically targeted particular audiences: the first day focused on activities with the press, key local constituents, customers and employees; the second day focused on a public event for fans.The tour was managed from a global level, with local teams in place in each city to organize and execute local activations. A 3D film was specially created for the event to showcase in each market. Additional events were organized by the markets to enhance the experience, and ranged from a 100,000-person outdoor concert in Rio de Janiero, to a special evening gala for 1,000 key accounts in Tanzania, to a dedicated live television broadcast in Mexico.ResultsA total of 175,000 consumers, 6,500 key customers, 3,500 journalists, 9,000 Coca-Cola bottlers and employees and more than 6,500 youth from various charity programs enjoyed the Trophy Tour experience. The Tour was featured on more than 45 dedicated television programs and appeared on the front page of more than 60 newspapers. The event was honored by the presence of three heads of state, one king, 15 government ministers and 12 mayors.In total, the Tour reached more than half-a-billion people through media coverage with very strong brand integration (for an estimated media value of $25 million). Pre- and post-event research was conducted (by Sport Intelligence) in five event cities where the event took place. Among the general population, more than 90% were aware of the Tour, and 48% were aware (spontaneously) that Coca-Cola was the event's organizer.Of people who attended the event, 70% said they had a better opinion about the Coca-Cola brand and were more likely to drink it following the event. From a scale of 1 to 5 (with five the best), attendees ranked the experience a 4.7.

FIFA World Cup Trophy Tour by Coca-Cola

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