Title	FIFA WORLD CUP TROPHY TOUR
Brand	THE COCA-COLA COMPANY
Product/Service	FIFA PARTNERSHIP
Category	A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS
Entrant Company	HAVAS SPORTS & ENTERTAINMENT Puteaux, FRANCE
Advertising Agency	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
Carly Nash	Ignition	Assistant 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 Brief

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. But in years past, all eyes have been focused on the host nation. As one of FIFA's longest-standing corporate partners, Coca-Cola change this, and make the FIFA World Cup the most inclusive and participatory possible, while sharing their message of happiness with the world's most passionate fans.

Describe how the promotion developed from concept to implementation

Coca-Cola decided to use the FIFA World Cup Trophy Tour as the key to making the FIFA World Cup inclusive, pledging to bring the Trophy itself football's most prestigious prize to the greatest number of fans possible by having the tour visit an unprecedented 90 countries in 8 months. To do this, we focused on ensuring that the Trophy became the 'World's Cup' by involving local communities at each stop. In this way, we were able to make the experience of viewing this global and iconic trophy intimately personal to each participant, and unique to each country.

Describe the success of the promotion with both client and consumer including some quantifiable 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. 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. We also engaged local stakeholders: 45 heads of state participated from 50% of countries visited. All of our activities resulted in over 100 Million USD in earned media.

Explain why the method of promotion was most relevant to the product or service

We created the biggest roadshow ever, covering 90 countries in 8 months. Former FWC champions, heads of state (45, 50% of countries visited) and FIFA ambassadors welcomed the tour at each stop, and fans celebrated the FWC, their love for football and Brazil through festivitie at each location, involving music, photos with the trophy, football clinics and product sampling. 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.