Long-time FIFA sponsor Coca-Cola continues to encourage and incentivise football fans to ‘Be Ready’ for Russia 2018 right up to the eve of kick-off with localised campaigns in specific target markets.
Three of the commercials in the ‘Be Ready’ series of spots have been created in harness with Mercado McCann, Buenos Aires.
Each ad aims to engage with a different demographic segment.
‘Stock up’ tries to encourage soccer supporters to get their cokes in before kick-off.
‘Ready for’ sees the actual Coke bottles themselves get a manager stile pep talk to prepare them for their World Cup role (to be drunk by thirsty football fans).
While ‘Uplifted Alex’ is fronted by Coca-Cola’s first virtual athlete ambassador, Alex Hunter (from EA Sports FIFA game), who chats to a young fan in stadium tunnel.
These three ads will be joined by an additional fourth spot created by The Cyranos/McCann in Barcelona.
The campaign is supported locally with a range of individual market competitions and giveaway ranging from a World Cup Planner in partnership with Morrisons in the UK to kit and product giveaways in Latin America.
Comment:
This stock up campaign is rolling out around the world from South America to the South Pacific (see case study)
and forms just part of Coca-Cola’s World Cup work which began a year ago with the trophy tour and is anchored by a global ‘Colors’ anthem activation phase (see case study).
It’s not quite the Cub Scout ‘Be Prepared’ motto, but the message in this Coke World Cup activation strand isn’t far off.
Of course, if you not ready before the game, you can always just get down with the modern generation of fans and order drink and food in-game via the McDonald’s/Uber Eats ‘McDelivery’ offering (see case study).
Links:
Coca-Cola
https://us.coca-cola.com/bracket-refresh/
http://www.coca-colacompany.com/
https://twitter.com/CocaColaCo
https://www.youtube.com/user/cocacola
https://www.facebook.com/CocaColaUnitedStates/
https://www.instagram.com/TheCocaColaCo/
Mercado McCann, Buenos Aires
Cyranos/McCann
