Brand Experience and Activation > Excellence in Brand Experience

COCACOLERO OF THE FINAL

GREY ARGENTINA, Buenos Aires / COCA-COLA / 2019

Awards:

Shortlisted Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Case Film
Presentation Image
1 of 0 items

Overview

Credits

Overview

Why is this work relevant for Brand Experience & Activation?

Boca and River were playing the Copa Libertadores final. Tickets had sold out in seconds. At Coca-Cola we saw a chance to strengthen our concept of context campaigns: “Together we’ll find the way”. We organized a contest on our social networks. Facebook and Instagram were the main platforms, and we reached over 5 million unique users on each. And we found the way to give somebody the chance to go to the stadium, as only Coca-Cola could do: having them go in as the Cocacolero of the grand final.

Background

Boca and River were playing the Copa Libertadores final. Tickets had sold out in seconds. At Coca-Cola we saw a chance to strengthen our concept of context campaigns: “Together we’ll find the way”. We organised a contest on our social networks. Facebook and Instagram were the main platforms, and we reached over 5 million unique users on each. And we found the way to give somebody the chance to go to the stadium, as only Coca-Cola could do: having them go in as the Cocacolero of the grand final.

Describe the creative idea

The Copa Libertadores final between the two greatest rivals in Argentinian football was a unique opportunity. The frenzy to get tickets was so great that a ticket resale market even grew up without any form of control. It was practically impossible to get into the stadium. In this context, we found a creative and memorable resource that only Coca-Cola could use: our famous Cocacoleros. By placing an invitation on social networks we were able to turn a fan into a true cocacolero, because this character is an essential feature of every match. And this final could be no exception.

Describe the strategy

We launched the campaign on social networks with a video teaser and an invitation targeting Argentinian men and women aged over 18 from all socio-economic levels, because football is the passion of multitudes, and Argentina is no exception.

With a clear call to action we invited all participants to send in a video explaining why they deserved to obtain the best job in the world: to be a Cocacolero at the final.

Describe the execution

In the weeks prior to the final, we launched a contest on our social networks. We created an initiative designed for mobile first, and by joining the conversation of the day we soon managed to attract everyone’s attention. Our call to action asked users to explain why they deserved to obtain the best job in the world: to be a Cocacolero. That was how Coca-Cola facilitated someone’s dream to see the match from the pitch itself. And in the end we had a winner.

List the results

The campaign went out on Coca-Cola’s social networks, where we planned to focus on the reach and consumption of content.

79.4% of the mentions were associated with positive sensations of a high emotional and nostalgic content.

During the campaign we achieved a total reach of 11,707,606. Facebook and Instagram were the main platforms in terms of reach, exceeding 5 million unique users reached on each social network (Facebook: 5,801,641 / Instagram: 5,493,890 / Twitter 412,075). This was besides a total number of views of 3,443,389 (3.6% representing organic views) that translated into 493,520 interactions.

More Entries from Brand-owned Experiences in Brand Experience and Activation

24 items

Grand Prix Cannes Lions
CHANGING THE GAME

Consumer Durables

CHANGING THE GAME

MICROSOFT, McCANN NEW YORK

(opens in a new tab)

More Entries from GREY ARGENTINA

24 items

Gold Cannes Lions
THE SALT YOU CAN SEE

Use of Ambient in a Promotional Campaign: Small Scale

THE SALT YOU CAN SEE

FUNDACION FAVALORO, GREY ARGENTINA

(opens in a new tab)