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CocaCola
FIFA World Cup Trophy Tour by Coca-Cola

RAN IN: Russia

CLIENT
CocaCola Soft Drink Consulting LLC

AGENCY
Action *Lead Agency


Unite *Lead Agency


Ketchum Moscow


Ark Connect, Promo Interactive, Elite Security


SUMMARY

How to accelerate business and increase trust among target audiences with the help of one project? FIFA World Cup™ Trophy Tour by Coca-Cola gave a potential opportunity to every third Russian to see the legendary trophy live and get ready for the 2018 FIFA World Cup™. Within 123 days, the project engaged the President of Russia and 20 heads of regions, over 700,000 consumers, key customers and over 9,000 the Coca-Cola System employees. But what matters most is that it left a long-term positive social legacy.

CASE VIDEO


Audience: Consumers: core audience of teenagers 12-19 y.o. and wide audience of the 2018 FIFA World Cup™, united by love for football;Employees: 8,000+ employees and their family members in the Coca-Cola System’s plants and offices;Customers: key decision makers of national and local key accounts. According to the GfK survey, Coca-Cola was in the so-called “third league” of suppliers in terms of customer loyalty and satisfaction;Reputation: federal and regional stakeholders as well as representatives of local communities: young football players and people with special needs.

Objectives: To grow business and leave a long-term positive community legacy by reaching the following KPIs:Consumers: growth among teenagers in metrics “Brand Love Score” +0,2pp and “Consumption Frequency in past 4 weeks” +1,5pp;Employees: unlock passion and pride among 8,000 employees and their families in plants and offices;Customers: enter the “Champions League” of Suppliers (GfK survey), by organizing 30+ customer events and placing 7K+ trade displays;Reputation: develop sustainable partnerships with authorities, ensuring the presence of 15+ region governors at the events; total media reach - 500mln+ views.

Type: B2C

Language: English, Russian