COPA COCA-COLA: BRAND BUILDING/CSR

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Category :

CONSUMER MARKETING

SITUATION

The youth football development project was adopted by Coca-Cola Nigeria in 2009. It keeps young players active whilst offering them a unique platform and a huge opportunity to achieve a successful career in football. Copa Coca-Cola projects players to their ambitions in football, places them in the limelight, and facilitates their playing in the big clubs while interacting with the football stars of their dreams. The pan-Nigeria tournament featured four levels of competition – Inter-school, Inter-state, Zonal and the Finals.

TASK:

In 2010, C&F Porter Novelli was tasked with differentiating the Copa Coca-Cola platform as a fresh, inspiring and exciting competition where football dreams and fantasies are made into reality.

APPROACH:

To ensure the successful PR amplification of Copa Coca-Cola in Nigeria, C&F Porter Novelli utilised the following plan of action for the tournament:

Developed an all inclusive media strategy of pre, during and post tournament activities over five months

  • Engaged Sports Correspondents from all the national dailies for:
  • In-depth coverage of Copa Coca-Cola Youth Football Championship
  • Media loyalty group in Lagos and each location the tournament was held
  • Provision of daily and weekly press release.
  • Leveraged the Copa Coca-Cola Ambassador Vincent Enyeama and celebrity coaches for each zone.

RESULT:

C&F Porter Novelli entrenched Copa Coca-Cola as a clear leader in grassroots football development in Nigeria. Commendations were received from the governors, commissioners and traditional rulers of the zones namely Lagos, Calabar, Enugu, and Kaduna and total mentions exceed 200 each year during the Copa period. These include news reports, interviews and feature reports on the tournament as events occurred.