We broke away from the football sponsorship clutter, scoring the ultimate connection between Coca-Cola, football and the fans. Fox Sports netted big ratings while Destapados aired and we achieved: • 10.6 million homes engaged• 100,000 site visits in just 8 weeks• +36,500 unique users• +8,000 SMS votes • +550,000 visits to football stadiums • Fox Sports’ teen rating tripled • 10% increase in teen identification with Coke• 7% increase in awareness of Coke’s association with football • 11 players recruited by professional clubs • Dream come true: Goalkeeper selected for National Football Team

Playing on football’s emotional feelings we created “Destapados Coca-Cola Cup,” a reality show giving 25 kids the chance to live as real players. Our multimedia campaign literally unearthed top talent (Destapados=unearthed) throughout Argentina.Participants practiced in the “holiest” of places: the Argentine Football Association (AFA), marking the first time the AFA opened its doors to the public, giving viewers their own once-in-a-lifetime opportunity.

We recruited past champions and highly respected sport figures to host/coach the kids, including Diego Latorre, Gerardo Salorio and Leopoldo Luque. Big brands (Nike, Moviestar, LG, Bimbo, Terra) contributed with bespoke content.Our partnership with Fox Sports LatAm maximised program reach. The public connected with players through posts, blogs and program webcasts and voted for the “Coca-Cola Player,” who won a trip to the 2010 South African World Cup with the National team. Home viewers were entered into a raffle for tickets to watch the Argentine team.

The Coca-Cola Cup was introduced five years ago and has become the most important inter-high school football tournament in Argentina, encompassing 18 regions, 480 schools and 7,600 students aged 13-15.For the sixth season, our goals were to: • Position Coca-Cola Cup as a chance for teenagers to achieve their dream of becoming a professional football player • Act on core message “We All Speak Football” and move beyond schools to the whole of Argentina while strengthening the association between Coca-Cola and footballFootball is Argentina’s national pastime: 46% of teenagers play sports with aspirations of becoming a professional football player, so we made Coca-Cola Cup the missing link between kids and the pro-soccer world. We partnered with key sponsors to expend the Cup and scouted every region of Argentina to find the best players, fuel their passion and communicate the value of a healthy lifestyle in an innovative way.