THE ULTIMATE GOAL by The Royal Metropole for Coca-cola

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THE ULTIMATE GOAL

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Industry Soft Drinks
Media Promo & PR, Case study
Market South Africa
Agency The Royal Metropole
Executive Creative Director Brad Reilly
Creative Director Gareth Paul
Art Director Khala Kopanye
Copywriter Speech Mothupi
Digital Creative Director Roelof Van Wyk
Released May 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: THE COCA-COLA COMPANY
Product/Service: COCA-COLA
Agency: THE ROYAL METROPOLE
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: THE ROYAL METROPOLE, Gauteng, SOUTH AFRICA
Executive Creative Director: Brad Reilly (The Royal Metropole)
Creative Director: Gareth Paul (The Royal Metropole)
Copywriter: Speech Mothupi (The Royal Metropole)
Art Director: Khala Kopanye (The Royal Metropole)
Media Planner/Buyer: Lisa Leach (Nota Bene)
Activation: Billy Lascaris (Matchworld)
Digital Creative Director: Roelof van Wyk (Trigger)
Media placement: PR (Press, Radio, TV Interviews) - SABC TV And Radio. Independent Newspapers. - 27/04/09
Media placement: Outdoor - IMG Outdoor - 28/04/09
Media placement: Digital - Blogs, Facebook - 30/04/09
Media placement: 45" TVC - SABC - 04/05/09
Media placement: Print - Soccer Arena Magazine - 10/05/09
Media placement: 20' TVC's - SABC - 11/05/09
Media placement: Activation - Various University Campuses - 12/05/09
Media placement: 60" TVC - SABC - 25/05/09

Results and Effectiveness
- Voted SA's coolest brand by core market (16-19 year-olds) - Voted SA's favourite brand - No1 FIFA World Cup association. - Noting levels 6% above norm. - Brand health spiked above previous metrics for other years.

Creative Execution
We created a journey similar to South Africa's World Cup journey in the form of a student director's opportunity to direct a big budget Coca-Cola commercial for the the FIFA Confederations Cup. Over 6 weeks the country followed this youngster across an array of media platforms, sharing in the frustration and eventual success as he opened happiness. It launched via PR across press, radio and TV, announcing the youngster's opportunity and introducing him to the nation. Daily radio interviews tracked his progress and built hype. National outdoor announced the flighting date. Facebook allowed consumers to engage with him and view behind-the-scenes. His first disastrous attempt flighted on TV. Radio, press, TV interviews + digital announced Coke's continued support. 20" training videos featuring celebrity assistance then flighted nationally. Outdoor announced flighting date of his second attempt. Activations drummed up ground support. The final commercial then flights. Outdoor is refreshed with Open Happiness.

Insights, Strategy & the Idea
The business objectives were to attain no.1 football association, launch new Open Happiness platform and grow brand love in the core 16-24 year-olds target market. In recent years, the core market's attitude has become somewhat ambivalent, with the brand lacking relevance in their lives, hence brand love and consideration were down. The insight that shaped the idea is that South Africa's journey to the FIFA World Cup and Confederations Cup has been fraught with skepticism and uncertainty, and we wanted to show what an amazing opportunity can do for people if they believe, particularly in the youth of South Africa. The relevance to Coca-Cola was the spreading of the message of optimism and happiness and it inspired the target audience to believe in themselves and the country.