Title	JOIN THE GAME
Brand	THE COCA-COLA COMPANY
Product/Service	GRASSROOTS FOOTBALL TOURNAMENT
Category	A05. LIVE EXPERIENCE
Entrant Company	HAVAS SPORTS & ENTERTAINMENT Warsaw, POLAND
Contributing Company	HAVAS SPORTS & ENTERTAINMENT Warsaw, POLAND
Contributing Company 2	K2 Warsaw, POLAND
Media Agency	STARCOM WARSAW, POLAND

Name	Company	Position
Aleksandra Marciniak	Havas Sports/Entertainment	Managing Director
Wojciech Małysz	Havas Sports/Entertainment	Account Manager
Joanna Przychodzeń	Havas Sports/Entertainment	Account Manager
Przemysław Major	Havas Sports/Entertainment	Account Director
Maciej Sikorski	Havas Sports/Entertainment	Account Manager
Izabela Kurczewska	Havas Sports/Entertainment	Head Of Entertainment

The Campaign

There are no restrictions with regards to consumer beverages using Branded Entertainment in Poland.

Results

Since launching in Mexico in 1998, Copa Coca-Cola, a grassroots youth football tournament, has expanded to more than 60 countries, reaching more than 1.3 million young players. We were tasked with reinvigorating the tournament in Poland and with leveraging it as a platform to spread Coca-Cola’s Active Healthy Lifestyle message. Our challenge was to recruit 3.5K teams and 10k spectators, who are not usually interested in watching youth tournaments, and show them that Coca-Cola was socially responsible and invested in their well-being. Our solution made Copa Coca-Cola more than just a game. The tournament became an invitation to Active Healthy Living, and all of our communications were infused with this message. We recruited participants through a PR campaign supported by radio and online advertising. Teens could register online and receive a starterpack with tips from the Polish Nutrition Society. We organized 16 regional finals with stands dedicated to health, followed by a four-day final in July in a 1,200-person stadium supported by brand partners Kia, Subway, Sony, and TMobile and infused with World Cup activities: match screenings, concerts, and presided by international footballer Robert Lewandowski. Coca-Cola has had feedback from around the world that consumers are concerned about their wellbeing. As a result, Coca-Cola is committed to promoting active living and a healthy energy balance between calories in and out. The practice of football is a means to being healthy, forming social connection, and achievement. Therefore, Copa Coca-Cola was a key pillar in Coca-Cola’s communications in Poland to reach teens and their families around Active Healthy Living through their passion football.

This programme was meant to reach teens which are hard to target with traditional advertising. Teens needs to be engaged and trust has to be built through conversation. This is why The Coca-Cola Company talked to teens through their passion of football. Through football Coca-Cola could spread its educational message about Active Healthy Living, for example at stands at the 16 Regional Finals where experts could inform teens and their families about nutrition and exercise. We created a huge celebration for the Final that engaged teens through music and celebrities for the full four days.

We took the Copa Coca-Cola to the next level by making it a must-attend family event with an educational core, successfully leveraging international footballer Robert Lewandowski as a role model for teens. We exc eeded all the expectations of the client: We recruited 3,929 teams totallying 43,230 young players who played over 55k games. The Active Healthy Lifestyle Zones which were set up in 16 cities attracted over 37K people. We turned the National Final in Gdynia into a must-see event, which was attended by over 15K spectators. The tournament was featured in 959 articles and achieved 2.7M in PR value.