Knowing about the Germans´ high emotional involvement, topicality and showing a together attitude were the key requirements reflected in an up to date message management, always being able to catch up with the actual situation of the german national team = possible motif change. Prominent locations and a never before seen 24 hour motif change of about 10.000 sqm of advertising space triggered attention drawing nationwide PR effects.

1st place for Coca-Cola concerning unaided awareness of all FIFA WC™ sponsors (35%) - 1st place for Coca-Cola concerning aided awareness of all Public Viewing sponsors (59%). Furthermore massive viral and PR effects, such as news, newspaper and even movie integrations, were generated. Upon consumers´ requests posters were made to bags…