Title	FIFA WORLD CUP TROPHY TOUR
Brand	THE COCA-COLA COMPANY
Product/Service	FIFA PARTNERSHIP
Category	A08. SPONSORSHIP
Entrant Company	HAVAS SPORTS & ENTERTAINMENT Puteaux, FRANCE
Advertising Agency	HAVAS SPORTS & ENTERTAINMENT Puteaux, FRANCE
Advertising Agency 2	THE COCA-COLA COMPANY Atlanta, USA
Media Agency	IGNITION Atlanta, USA
Production Company	LABOITE Paris, FRANCE

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

The Campaign

Football is the world's most popular sport, and the FIFA World Cup is its most exciting competition. But most of the focus before the competition revolves around the host nation. As one of FIFA's longest standing corporate partners, Coca-Cola wanted to change this and leverage the FIFA World Cup Trophy tour as a platform to make the World Cup the most participatory and inclusive event yet, sharing Coca-Cola's message of happiness with the world's most passionate fans. Coca-Cola's strategy was to turn the 2014 Brazil FIFA World Cup into the 'World's Cup' to make the experience of viewing this global and iconic trophy intimately personal for each participant, and unique to each country so that each fan felt a connection to this global event. We created the biggest roadshow ever, visiting 90 countries in almost 8 months. 45 heads of state participated from 50% of the countries visited, helping us to obtain coverage on the main TV stations and papers in each country. We used brand ambassadors such as Pele in France who was featured on primetime TV channel TF1 and media partnerships to generate the most visibility. We created 90 continuous media events, inviting journalists to experience each stop of the tour, interview heads of state/celebrities and travel on the custom airplane. All of our activities resulted in over 100 Million USD in earned media. The facebook community grew from zero to over 1.8 million fans, resulting in 10 Million unique views of FCWTT page posts.

The Brief

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 at each stop. We were able to make the experience of viewing this global and iconic trophy intimately personal for each participant, and unique to each country.

Results

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. We used brand ambassadors and local stakeholders such as Pele in France who was featured on primetime TV channel TF1 and media partnerships to generate the most visibility. We created 90 continuous media events, inviting journalists to experience each stop of the tour, interview heads of state/celebrities and travel on the custom airplane. 45 Heads of state inaugurated our events (50% of the countries visited). The facebook community grew from zero to over 1.8 million fans, thanks to the engaging content posted daily, resulting in 10 Million unique views of FCWTT page posts. All of our activities resulted in over 100 Million USD in earned media.

Execution

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, and departing from the famous Christ the Redeemer statue to travel the world on a custom FWC TT plane before returning again to host country Brazil. Former FWC champions, heads of state (45, 50% of the countries visited) and FIFA ambassadors welcomed the tour at each stop, and fans celebrated the FWC, their love for football and Brazil through festivities at each location, 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.

The Situation

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, pledging to bring the Trophy itself football's most prestigious prize around the world.

The Strategy

Our strategy to create the most inclusive and participatory FIFA World Cup yet involved several elements - media partnerships, brand ambassadors, and online content. To generate awareness and build anticipation for the event at each stop in the 90 countries the tour was visiting, we invited former FIFA WC Champions (Pele for example), heads of state and other celebrities to inaugurate the event. We partnered with top media outlets in each country and offered exclusive interviews with the brand ambassadors who advocated for the event. We also connected with local sports organizations who endorsed the tour. At each stop, we collected stories about the local community and showcased one member or a community to show the personal relationship that people have with football and the FIFA world cup, which we shared on YouTube and our Facebook page. Several of these stories were then shown as TVCs in the local market.