Challenge

Sports sponsorships often see heavy investments yield unfruitful results. And so, with Coca-Cola's sponsorship of the Premier League in Nigeria, there was a new challenge:

How could the brand activate its existing package in a way that transformed it from being just another sponsor to being a brand that stood for and with those who make the game special... the fans.

Solution

We introduced the campaign by posting creatives that teased the highs and lows of iconic up Premier League clubs to engage their fans. Core fans rushed to the defense of their clubs while tagging opposing fans to join in the banter.

Next, we took to the streets to capture organic fan insight to the question: “what does banter mean to you?”. The result was a serialized Vox pop that earned over 1.5 million views.

And as they prepped for the next week’s games, we targeted sports sites that hosted pre-game squad lists and used them to deliver our message reminding fans to “stock-up” their fridges with a bottle of ice-cold Coca-Cola.

As a product, Coca-Cola has a strong intrinsic credibility of providing upliftment and refreshment to millions. And as a brand, it has served as an enabler of social connections. By bringing these two together for this campaign, we were able to invite Nigeria to Banter Better with Coca-Cola.

Result

• 1,063,361 social engagements
• Over 6,000,00 million video views
• 122,000 new followers