Why is this work relevant for Media?

Fevicol is known for coming up with witty content on trending topics. So, when Ronaldo moved away the two cola bottles from his press conference table and the world went into a frenzy, we had to come up with a post that made our audience laugh! Since India is a massive consumer of football and Coca Cola, we decided to keep our copy in Hindi to connect better with our audience. As expected, the post was well received and we were showered with love by the community.

Background

When Cristiano Ronaldo, one of the most popular athletes in the world, moved away the Coca Cola bottles kept in front of him, he sent the whole world into a state of delirium as the brand coincidentally lost $4 billion worth of valuation just the next day! The phenomenon started various conversations on social media and even started trending on Twitter. So when we saw the opportunity, we decided we just had to deliver our two bits on the situation.

Describe the creative idea / insights (30% of vote)

Fevicol is known for being the ultimate adhesive and we wanted to make our idea stick. So we went to the roots of the situation and realised that the phenomenon started off at the time Ronaldo pushed away the two bottles. Well, that wouldn’t have happened had our bottles been there. And that is exactly what we did in the post by replacing the beverage bottles with Fevicol bottles! Another major talking point about the phenomenon was that the beverage company lost $4 Billion worth of valuation the day after Ronaldo moved the bottles away. Since the conversations making the rounds connected the two, we decided to share our take on what would have been the case had our bottles been there with a witty one liner that read in Hindi - Neither the bottle will move, nor will the valuation fall!

Describe the strategy (20% of vote)

When Ronaldo moved away the two cola bottles and it resulted in the brand losing $4 Billion worth of their valuation, the world was taken by surprise and they didn’t hesitate before showing it on social media. When we saw these conversations, we knew we had to harp on the moment. Fevicol is known for coming up with witty content when the moment arises and we didn’t want to give our audience anything less! Since Indians are big on Coca Cola and Football, we decided to keep the copy in Hindi to form a better connect with our primary audience and community. All this while bringing out the brand’s proposition of making things stick forever. The post was well appreciated by our followers and millions more! Even marketing moguls couldn’t help but praise the content piece and in the end, we made sure we maintained our bond with our audience.

Describe the execution (20% of vote)

The idea was to quickly come up with a witty post that encapsulated the phenomenon completely. All this, while making sure that we stuck to our brand’s tonality. So, we assembled our team and began brainstorming on various routes that we could take to share our two bits on the situation. Once we had our concept developed we got the post designed to look just like the press conference table where it all started. We did this to ensure that there was a seamless connect to the heart of the situation and people understood what the post was talking about. We then took it live on Instagram, Facebook and Twitter where it was showered with love. It was then organically picked up by various new channels and portals, professors, comedians and even marketing moguls, who couldn’t help but praise how well we had executed the content piece!

List the results (30% of vote)

The social post instantly gained popularity and started trending on Twitter! Within 12 hours, the post was shared over 80,000 times on Instagram helping us gain over 2.2K followers! Where other posts received an average of 19.69% engagement, this post garnered a whopping 78.91%, breaking all records on our platforms! Overall, we impressed upon 76 million people and earned media over ₹16 million! If the numbers aren’t moving enough, the post was even picked up by various publications, popular personalities and started gaining popularity on Reddit and Sharechat! We even made it to several news channels and became so popular that if you searched for Coca Cola, the first few links would lead you to articles about the content piece from NDTV, Mint, The Indian Express and many more! Well, it’s safe to say we scored the best goal of the Euro 2020 ;)