FAITH by Media Contacts for Coca-cola

FAITH

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Industry Soft Drinks
Media Promo & PR, Case study
Market Argentina
Agency Media Contacts
Art Director Pedro Di Risio
Released October 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Date of First Appearance: Oct 10 2009 12:00AM
Entrant Company: MEDIA CONTACTS, Capital Federal , ARGENTINA
General Director: German Abaroa (Media Contacts)
Head of Development: Santiago Raffo (Media Contacts)
Account: Rita La Fico Guzzo (Media Contacts)
Art Director: Pedro di Risio (Media Contacts)
Media placement: Mobile - Direct Comunication "Location Based Service (Mobile Phones)" - 10/10/2009

Results and Effectiveness
The SMS was sent 15 minutes prior to the match, and just 9 minutes later, more than 3,500 people downloaded the song to their cellphones.

Creative Execution
With a location based service strategy, Coca-Cola sent a text message to the users that were at the Stadium were the Argentina-Perú match took place, and offered the possibility to download the new song for free.

Insights, Strategy & the Idea
For over the past 30 years, every time the national team plays, everybody, without exception, sing the same old song. Aren’t we tired of singing the same every time? Shouldn’t be this the time to renew it, when we need to spread more faith than ever? How? With a song that reaches everybody. But what will be the role of Coca-Cola? Coca-Cola will create the new national team's cheer song. It will be the facilitator, delivering the song to everyone. Coca-Cola will not be part of the song’s lyrics.