Guinness: Guinness Foreign Extra Stout: Match Day Made of Football Campaign

SITUATION

Guinness Foreign Extra Stout brand has a historic association with football and is constantly looking for avenues to build this association in the minds of consumers, as well as driving consumption and conversation to the brand. One of its initiatives to achieve this is the Guinness Fan Zone: a collection of match viewing centres across Nigeria.

TASK

C&F Porter Novelli was tasked with generating awareness and excitement about the Guinness Fan zones. The Agency also provided support for the Guinness Fan zones during the 2016 EPL football season.

APPROACH

C&F Porter Novelli created the ‘Match Day Made of Football’ campaign to encourage the target audience to share their match day experience with Guinness and drive advocacy through word of mouth. The hub of the conversation was online, using hashtags: #MadeOfFootball, #AreaMadeOfFootball, #CityMadeOfFootball and content in videos, editorials, and pictures to showcase activities at the match viewing centres. Influencers on Radio, Facebook, Twitter, Instagram, and YouTube joined the campaign to drive the RESULTS

The outcomes included filled-up venues at the Fan zones, over 20 million impressions on social media, and over 150 positive media reports on TV, newspapers, blogs, news sites, and radio. conversation on the Fan zone venues and activities.

COCA-COLA : Copa Coca-Cola Youth Football Championships

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, which took place in the following locations: Lagos, Calabar, Enugu, and Kaduna.

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.

APPROACHES

.An all-inclusive media strategy was developed to ensure in-depth coverage of the Copa Coca-Cola Youth Football Championship over five months period of the tournament. This spanned pre, during, and post-phases of the tournament. Tactics included pitching stories on developments in the tournament to leading national sports correspondents, and reporters based at the various locations of the tournament and syndication of press releases. In addition, the activities of the Copa Coca-Cola Ambassador Vincent Enyeama and celebrity coaches were leveraged for purposes of generating content.

RESULTS

Copa Coca-Cola came to be perceived as a leader in grassroots football development in Nigeria. Commendations were received from high-level state government functionaries, and traditional rulers in the various locations of the tournament. Optimal editorial publicity was achieved for the tournament during the period. Outputs included news reports, interviews, and feature reports on the tournament.