The campaign's uniqueness: The adapted brand claim “Taste: ONE, Sugar: ZERO” was displayed only at every 1:0 score in the Bundesliga match.

A special technical implementation was programmed by Germany’s biggest mobile live ticker apps: iLiga and Kicker. A new banner-placement was born.

The media-package was bargained in an efficient way: At a fix package-price a minimum number of contacts were guaranteed which aroused a high likability for overdelivery and therefore increased productivity.

We realized Real Time Advertising at its best: In consumers’ moments of highest receptivity (“Goal!”) we placed our Coke message in a credible way.

By creating this unique and content affine placement the product USP could be penetrated on a frequent basis within the core target group over 5 months on a weekly basis. 28 Mio contacts exceeded the guaranteed number of impressions by far.

The product USP was communicated within 142 soccer games of the German soccer league and therefore reached the fans of every German soccer team. The awareness of the product USP could be increased by 32% which was also proved by an accompanied research.