Results and Effectiveness

On Mediacorp TV alone, we generated exposure worth more than $1.3mil, achieving an ROI of more than 700%! Business numbers and brand metrics soared by end June 2010. - Highest ever past-4-week consumption in past 2 years! Achieved a indexed growth of 130! - Further propelled market share, achieving highest volume % share to date in 2010! - Improved favourite brand score over previous month by an index of 109! - Grew Weekly+ drinkers by 108 vs same period 2009! [Strictly Confidential] [Source: Client's Research]

Creative Execution

Leveraging a global World Cup-themed song, Waving Flag, we activated flash mobs along Orchard Road. Dancers sprang into surprise routine with unsuspecting passer-bys reacting in similar spontaneous fashion after drinking Coca-Cola. These on-ground footages were captured and broadcasted during prime-time on the only terrestrial station (Mediacorp TV), amplifying the role of Coca-Cola in celebrations. To further leverage TV, we negotiated for exclusive airing of Coca-Cola’s “Celebrating The Goal”, a global programme on iconic goal celebratory moments. Mediacorp TV strongly promoted this 60min programme as part of their World Cup programming line-up during prime-time. This was at no cost to Coca-Cola but yet it drove high frequency of exposure, multiplied media value as well as boosted brand preference. Another global asset utilized was a TVC, fronted by Roger Milla who pioneered goal celebrations, the African way. This was localized with Singaporean faces, showcasing how World Cup is celebrated, the Coca-Cola way.

Insights, Strategy and the Idea

Coca-Cola reignited their business in 2008, by reinforcing intrinsic benefits of an ice-cold Coca-Cola. Consumers understood and related to the unique, uplifting refreshment that only Coca-Cola can provide. In 2010, bringing this benefit to life is crucial to growing the business. With football as a national passion in Singapore, Coca-Cola leveraged World Cup 2010 to bring to life the refreshing experience that is unique to World Cup in South Africa. Africans are known to be spontaneous, uninhibited even rhythmical in their display of emotions. We wanted Singaporeans to experience celebratory moments the same spontaneous way, with Coca-Cola as the enabler. By drinking an ice-cold Coca-Cola, it refreshes, energizes and uplifts in a unique way that releases Singaporeans from the inhibition to celebrate. To bring this to life in Singapore, we needed to leverage global assets for a global event and create Singapore content for a truly Singapore experience.