Title | JOIN THE GAME |
Brand | THE COCA-COLA COMPANY |
Product/Service | GRASSROOTS FOOTBALL TOURNAMENT |
Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
Entrant Company
|
HAVAS SPORTS & ENTERTAINMENT Warsaw, POLAND
|
Advertising Agency
|
HAVAS SPORTS & ENTERTAINMENT Warsaw, POLAND
|
Media Agency
|
STARCOM WARSAW, POLAND
|
Production Company
|
K2 Warsaw, POLAND
|
Credits
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 Brief
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.
Describe how the promotion developed from concept to implementation
We made Copa Coca-Cola more than just a game. The tournament became an invitation to Active Healthy Living; 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 WorldCup activities: match screenings, concerts, and presided by international footballer Robert Lewandowski.
Describe the success of the promotion with both client and consumer including some quantifiable results
We took 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 640K Euros AVE.
Explain why the method of promotion was most relevant to the product or service
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.