Coca-Cola World Cup 2018 Real Time Celebration Classified - Internal use

Coca-Cola celebrates that Russia will host FIFA WORLD CUP 2018 Coca-Cola brand responded and celebrated big with all the country in real time (only 1½ hours after the announcement was made!) Russia was chose as the host of the 2018 World Cup on December 2, 2010 at the FIFA headquarters in Zurich

Performance Real time celebration! TV: 31 spots across two of Russia’s biggest and most influential channels for a total of 15 million contacts, the first of which appeared in prime time on Russia’s biggest news channel only 1½ hours after the official announcement was made! Print: Next day morning news in Russia’s biggest national newspaper and its biggest free press for a total of 1.2 million contacts Digital: Immediate placement on Russia’s most important social networking site, ‘Vkontakte’ and page branding on the biggest and must go-to Russian sports sites for a total of 10.5 million contacts! The total effort generated over 27 million contacts over the period of that evening and the day after, and was the first example ever in Russia of a brand responding and celebrating with the people in real time! We’ve received not only popular praise, but almost everyone in the industry called the next day to ask how we did it… here are some tips:

How it all happened The execution of the plan was as much an exercise in anticipation as the announcement itself… Because only a handful of media had the possibility to place real time, we had to plan contingency. If Russia won the bid, we had TV and print materials ready to go (celebration!), if not we had separate materials ready to go (Coke supports Russian Football). The only exception to this was digital media which didn’t require a ‘back up visual’. We had to work closely with suppliers, convincing them to stay well past their normal working hours (8pm Moscow) and to quickly set up montage if we won (or lost!). Normally TV montage requires 5 days, we got it done in one hour. We held up the print run of the newspaper by two hours to get it done. It really helped us get their cooperation because they were excited as well to be involved in a first time ever, patriotic project. Suppliers also want their case studies! We kept all resources at stand by in anticipation of problems. The buying departments of the agencies were all watching the announcement as it went out live and had all of the official approvals and forms needed completely ready from the go. We sat together with suppliers and reviewed potential problems and agreed processes well in advance of the announcement. When the time came to do it, we knew what the potential issues were and how to avoid them. It needed to be big. For all of the effort that went into it, we needed to make sure that the announcement was center stage and as close to real time as possible. Our TV spot ran on Prime Time on Russia’s top channel only one hour and thirty minutes after the announcement.

TV Commercial – 15 Million Impressions

Print Ads– 1.2 Million Impressions

Sports Portals – 2.5 Million Impressions

Vkontakte Social Network – 8 Million Impressions

Moscow Airports – 74 Digital Screens