Title	FIFA WORLD CUP TROPHY TOUR
Brand	THE COCA-COLA COMPANY
Product/Service	FIFA PARTNERSHIP
Category	A05. LIVE EXPERIENCE
Entrant Company	HAVAS SPORTS & ENTERTAINMENT Puteaux, FRANCE
Contributing Company	HAVAS SPORTS & ENTERTAINMENT Puteaux, FRANCE
Media Agency	IGNITION Atlanta, USA
Production Company	LABOITE Paris, FRANCE

Name	Company	Position
Daniel Dao	Ignition	Senior Vp
Lance Ramsey	Ignition	Senior Director
Martin Pullin	Ignition	Account Director
Laura Freel	Ignition	Brand Manager
Kristin Gilmer	Ignition	Senior Brand Director
Eric Pattedoie	Laboitre	Founder
Geoff Robertson	Media Zest	Ceo
Spence Kramer	Wieden And Kennedy	Global Account Director
Carly Nash	Ignition	Assistant Brand Manager
Chris Buckley	Chris Buckley	Vp Business Development

The Campaign

Our experiential campaign visited 90 countries in 8 months which meant that the situation was different in each country with regards to restrictions and regulations. At each location we made media partnerships in order to receive maximum exposure and the videos that we created about each stop of the tour were launched on YouTube. We also worked with Coca-Cola to create 6 TVCs that were broadcast on TV in various countries. We worked with brand ambassadors such as World Cup Champion Pele in France to secure exclusive interviews and coverage on top TV stations. The involvement of Heads of State from half of the countries visited meant that we had endorsement from top officials which ensured prime coverage of the event.

Results

Football is the world's most popular sport, Brazil is one of the world's most diverse and passionate countries. Coca-Cola is the most popular beverage in the world. The FIFA World Cup in Brazil is the perfect time to turn the FIFA World Cup into the 'World's Cup', the most inclusive and participatory global event ever thanks to Coca-Cola. As one of FIFA's longest-standing corporate partners, Coca-Cola wanted to leverage the FWC Trophy Tour to share their message of happiness with the world's most passionate fans. Coca-Cola pledged to bring the Trophy itself football's most prestigious prize to the greatest number of fans possible. Our ambition to make the FWC the most inclusive and participatory event was made possible by the FWCTT. We focused on making the Trophy the 'World's Cup' by involving local communities and sharing local stories. We were able to make the experience of viewing this global and iconic trophy intimately personal for each participant, and unique to each country. We created the biggest roadshow ever, covering over 153,000 kilometers (3x Earth's circumference) over 8 months. The tour began its journey in Rio de Janeiro, Brazil in September 2013, presented by 5 former FWC champions, traveling the world on a custom FWCTT plane before returning to Brazil. Former FWC champions, heads of state (45, 50% of the countries visited) and FIFA ambassadors welcomed the tour in each country, and fans celebrated the FWC, their love for football and Brazil through local festivities, involving music, photos with the trophy, football clinics and more. Along the way, we collected inspiring content and stories to continue to bring deep meaning to what Coca-Cola stands for, sharing tour content and videos on the designated Facebook page and ensuring real time consumer engagement and conversation with fans online.

We created a series of 90 branded events around the world celebrating football, the FIFA World Cup, Brazil and the local communities that live and breathe their passion for the world's most popular sport. At each stop of the Trophy Tour we collected local stories and content that we filmed and shared on YouTube and through facebook, creating videos around the theme of 'Where will Happiness Strike Next' which made for shareable content. The tour was free to all and fans were attracted by the opportunity to see the trophy up close and take a photo with it, which they could share.

We created a memorable experience for fans around the world through the biggest experiential campaign ever, connecting the world around football. This global journey brought over 1 Million visitors to the FWCTT Fan Experience, to share a personal experience with football's most iconic prize.