Coca-Cola Partners Sky Sports For New Mo Gilligan Premier League ‘Mockumentary’ Campaign

The week ahead of the Premier League’s 20/21 season kickoff saw league sponsor Coca-Cola Great Britain team up with Sky Media to launch a new content marketing ‘mockumentary’ starring comedian Mo Gilligan.

The creative showcases Gilligan’s transformation of his home into a serious soccer sofa screening experience and the comic proudly states “if I’m going to watch the game at home, I’m going to watch it properly”.

Mo sets up his own turnstile at his front door and a supporters’ stand featuring cardboard cut outs of friends who he talks to via Sky Sports Fanzone – the app which lets you watch sport with family and friends live – plus post predictions, join polls and play quizzes.

All the while enjoying a Coca-Cola Zero Sugar of course.

And it’s (nearly) live! The @PremierLeague is back on @SkySports. How are you making your home the home end this season? #HomeEnd #WhereEveryonePlays pic.twitter.com/D4xl3rbaTL

— Coca-Cola GB (@CocaCola_GB) September 7, 2020

Based around the idea of bringing all of the atmosphere of the stadium into the home, the branded content seeks to link to households across the country in which fans are trying to replicate the same gameday buzz they get going to the ground in person around their TV screens at home.

The mockumentary is part of Coca-Cola’s wider Premier League new season activation which aims to encourage football fans and households to make their home the ‘Home End’ for live games and to enjoy a Coca-Cola Zero Sugar as part of their at-home matchday routine.

Thus the cola brand’s partnership with Sky Media will continue on the Sky Sports’ Fanzone Experience throughout the Premier League season and the content runs on TV, VOD and through Sky Sports Fanzone from 7 September 2020 until the end of the Premier League season in May 2021.

The partnership, brokered by MediaCom, was creatively produced by Sky Media and directed by Tom Clarkson (a comedy director represented by Darling Films).

“Football is back, but not quite as we know it. While the nation’s passion for the sport remains unwavering, passing through turnstiles on a matchday is unfortunately a while off for most fans,” said Sky Media Planning Director Sarah Jones. “Mo’s comedic recreation of the classic aspects of stadium life will naturally strike a chord with football fans to create a true affiliation with the brand.”

Oliver Bridge, GB&I Senior Brand Manager at Coca Cola Great Britain, added: “The Sky Fanzone partnership is the perfect way for Premier League fans to supercharge their football experience with Coca-Cola, and truly make their Home the Home End week in, week out. We are really excited to launch this brand association in not only Sky’s digital experience but also across their broadcast channels in time for the long-awaited new season.”

Comment:

The work aligns with Coca-Cola’s wider ‘Make Your Home The Home End’ campaign (see case study) which launched in the last week of August and which included a trio of social spots, plus radio, OOH, in-store and an on-pack promotion for fans to win their club’s shirt for the new season.

Links:

Coca-Cola

https://www.coca-cola.co.uk/

https://www.youtube.com/c/CocaColaGreatBritain/videos

https://twitter.com/cocacola_gb

https://www.instagram.com/cocacolaeu/

https://www.facebook.com/cocacolaGB/

https://www.linkedin.com/company/the-coca-cola-company/

Sky Media

https://www.skymedia.co.uk/

Darling Films

http://darlingfilms.co.uk/