Creative Execution

We identified 3 key sporting shows related to the FIFA World Cup matches and posted social media content over five weeks. The kickoff Pre-match content began with four videos of limited edition cans, making references to both country and culture. Each can was featured with a one-liner written in a localised manner for relatability. The Fizzy Pre-Match Show We launched the second series of videos that dramatizes key moments in the group stage to give a glimpse of what happened during the Top 16 Stage. To keep social media content as “real-time” as possible, the videos were posted up before matches began. The Fizzy Highlights Show To make content as “real-time” as possible, we launched three videos with two influencers as localised commentators, posting them hours after matches ended. Cupturalists could view upon waking up, giving them plenty of conversational opportunities with friends the following day.

As the campaign ended mid July 2018, data is still being collected. Based on data available, the campaign is showing strong signs of success. Coca-Cola is preferred Data shows increase from 11% to 13% from pre-campaign to full launch, with Coca-Cola becoming a choice beverage Coca-Cola is best when having fun with friends A Kantar Millward Brown with Coca-Cola study showed participants who viewed the ads indicate Coca-Cola is perfect for fun moments with peers (36% preference). Ads are highly shareable Content on social media showed shareability increase (23% average to 31% during campaign period) amongst fans. Exceeding expectations The Fizzy Highlights Show exceeded Coca-Cola’s internal benchmark with 6% average engagement rate on Instagram. Better business for June 2018 Volume shares increased by 4.8% compared to June 2017, and value shares increased by 4.4% compared to June 2017. (Sources: Kantar Millward Brown, Coca-Cola internal reporting)

We identified a target audience we called “Cupturalists”. They weren’t die-hard fans, but they didn’t want to feel left out either. To effectively speak to Cupturalists, our content had to be relevant to them on their frequented platforms, be as “real-time” as possible, and address 3 tensions. Tension 1 Matches had late starting times and lulls in action made it very easy for Cupturalists to miss the most exciting parts of the match. Tension 2 Cupturalists lacked knowledge about teams, players and country cultures making it harder to relate during social moments that united fans. Tension 3 Malaysian and Singaporean Cupturalists didn’t have their own country to support. So, even if they wanted to be part of this worldwide phenomenon, it was difficult to.