talkSPORT & COKE: EURO 2012

CAMPAIGN OBJECTIVES Focus on the Coke audience’s relationship with football Reach young adults Encourage engagement with the brand Campaign must be distinct from Olympic messaging

WHY talkSPORT? PASSIONATE FOOTBALL FANS OFFICIAL RIGHTS UNIQUE SPONSORSHIP MODEL 92% of talkSPORT listeners are football fans Live commentary of all 64 Euro 2012 matches Station is cleared of all commercial partners & bring on category exclusive sponsors

THE SOLUTION Focus on the Coke audience’s relationship with football Sponsor talkSPORT’s UEFA EURO 2012 coverage Reach young adults Offer an incredible prize for young aspiring reporters Encourage engagement with the brand Various social media debates and microsite for the Fan Reporter campaign Campaign must be distinct from Olympic messaging Kept the essence of the messaging, but gave it a different twist

THE MECHANICS Teamed up with student radio & media universities to reach young audience Asked people to submit a video of them commentating to show their passion Received 217 entries in 10 days, providing over 4.5 hours of content Involvement from Coke ambassadors Also reached potential candidates on-air, online and through social media

THE PROCESS 5 finalists were chosen for bootcamp Tasks included interviewing members of the public, holding a press conference for Matt Holland and editing content 2 finalists were picked to face a final interview with Darren Gough, Adrian Durham and Des Kelly Melissa Rudd was chosen as the winner by the Programming Director

THE RESULTS Melissa went out to Euro 2012 to report for talkSPORT and has stayed on at the station as an Assistant Producer Total Sponsorship Awareness for the campaign was at 83% 79% of listeners aware said Coke ‘is a brand that celebrates people’s passion for football’ 77% of listeners aware said Coke ‘is a brand associated with international football’ Coke Fan Reporter won a Sony Gold in the Best Competition category “talkSPORT provided a great platform for Coca-Cola’s UEFA EURO 2012 campaign. The ‘Coke Fan Reporter’ was an engaging concept that captured consumer attention and lives well beyond the campaign for our winner. It answered our brief brilliantly.” Paul Dewan, Head of Assets and Experiential, Coca Cola GB & NI