Cannes Lions

#ThatsGold @SuperSportTV

PLAYMAKERS, Johannesburg / COCA-COLA / 2017

Case Film
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Case Film

Overview

Entries

Credits

Overview

Description

#THATSGOLD @ SUPERSPORTTV - FAN GENERATED CONTENT TO UNITE AND ENTERTAIN THE NATION

Research revealed the following insights:

• South Africa’s 26.8 million internet users spend almost three hours a day on social media

• 83% of South African smartphone users browse the Internet while watching TV

• Twitter is one of the most important social media platforms to engage with sports fans in South Africa

• Source: We Are Social, Effective Measure and BMI Top100

CREATIVE IDEA

To localise the Olympics, challenge convention and unite South Africans behind the success of athletes, Coca-Cola partnered with the local broadcaster SuperSport to create the first live, fan-generated commercials ever in South Africa via social media.

Execution

EXECUTION

•45" call-to-action promo on SuperSport encouraged consumers to participate

•Fans tweeted their #ThatsGold moment and tagged it with #ThatsGold and @SuperSportTV

•Selected Tweets (with associated Olympics content) were used to create 7 x 60’’ #ThatsGold commercials on SuperSport and DSTV

•A 120’’ fan generated wrap-up commercial, featuring South Africa’s medallists, was flighted at the end of the Olympics

•Fan-generated commercials (using the original #ThatsGold TVC as a placeholder) were produced every two days during the Olympic games in partnership with SuperSport

•Coca-Cola approved each commercial by midday to ensure that the content could be broadcast from 15h00

AMPLIFICATION:

•SuperSport published the commercials on their Facebook, Twitter and web pages

•Key South African influencers amplified each commercial on social media

•Fan-generated commercials were repackaged and amplified on Coca-Cola’s owned and shared media platforms

Outcome

OBJECTIVE 1

•Campaign content drove more than 33M impressions

•28.1% of total 12-49 Pay TV audience was reached

•Media ROI of 6:1 (Coca-Cola target is 3:1)

OBJECTIVE 2

•#ThatsGold conversation generated from South Africa was the 4th highest globally

•Fan-generated commercials achieved more than 1,1M views on Twitter and Facebook

•60” commercials on YouTube achieved a view through rate of 26% (The South African average for a 30” video on YouTube is 11%)

•#ThatsGold @SuperSportTV campaign posts on Facebook and Twitter achieved more than 293 000 interactions

OBJECTIVE 3

•This innovative piece-of-work was recognised by the IOC as a best in class integration between a global sponsor and official broadcaster

•Coca-Cola achieved the highest teen brand love score for 2016 during the campaign

•Key metric, “Brand I Love” increased by 3% the for the total population during the campaign period

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