Cannes Lions

COCA-COLA

B-SIDE, Buenos Aires / COCA-COLA / 2006

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Overview

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Credits

Overview

Execution

Coca-Cola built a theme park with a stadium resembling German football fields.A huge ball was counting down the days left for the World Cup. Passion exploded with the fans riding the WAVE in the bleachers while professional footballers played.To enhance magic, there was a building with a theme bar, a huge screen to watch matches and a room where people could play PlayStation football games or access the Internet to find information on the Cup.An exhibition of the original World Cup Trophy was conducted for fans to have the Cup as close as never before.

Outcome

The Coca-Cola Football Center attracted 157,322 visitors in only 45 days. For its dimension and development (4200 m2 facilities with a1600 m2 building), this project was regarded by specialized press as the most amazing and memorable action conducted in the summer. Due to this action, Coca-Cola turns out to be TOP OF MIND among those brands linked to football and the World Cup. As a result of this, Coca-Cola had a 4 % market share growth in the summer.

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