Coca-cola Promo, Case study WAVIN' FLAG by J. Walter Thompson Sao Paulo

Adsarchive » Promo , Case study » Coca-cola » WAVIN' FLAG


Pin to Collection
Add a note
Industry Soft Drinks, Sports Teams & Events
Media Promo & PR, Case study
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Roberto Fernandez David
Art Director Filipe Cuvero | Vinicius Montana | Rogerio Puhl
Copywriter Christian Fontana, Fabio Leão Souza
Released June 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: COCA-COLA
Product/Service: COCA-COLA 2010 WORLD CUP
Date of First Appearance: Jun 15 2010
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
President/Chief Creative Officer: Mario D’Andrea (JWT)
Creative Director: Roberto Fernandez (JWT)
Art Director: Filipe Cuvero (JWT)
Copywriter: Christian Fontana (JWT)
Copywriter: Fábio Leão (JWT)
Account Director: Renata Máximo (JWT)
Account Team: Isabel Castro (JWT)
Account Team: Tiago Lima (JWT)
Account Team: Gabriela Lorenzetti (JWT)
Head Of Planning: Ken Fujioka (JWT)
Planner: Paulo Macari (JWT)
Planner: Joyce Moraes (JWT)
Planner: Marcelo Bazan (JWT)
Head Of Media: Ezra Geld (JWT)
Media Director: David Ralitera (JWT)
Media Team: João Dabbur (JWT)
Media Team: Cristina Omura (JWT)
Client Supervisor: Jonathan Lawlor/Luciana Feres/Ana Paula Castello Branco/Cristina Turnes/Gian Mar (Coca-Cola)
Media placement: Radio - Transamerica - 15/jun/2010
Media placement: TV - Bandeirantes - 15/jun/2010
Media placement: Newspaper - OESP - 15/jun/2010

Insights, Strategy & the Idea
How do you turn a jingle into Brazil’s World Cup battle cry?
We started treating wavin’ flag like a real song rather than a jingle.
People had to do more than just listen to this song.
They had to download, play, request and live the song.

Creative Execution
We made it happen. And with a real Brazilian accent.
We brought together the greatest band in Brazil, Skank, with K'naan.
And we pumped the music up.
We put the song in places it is not even played.
How do we know that the jingle has become a song?

Results and Effectiveness
Fifth most requested song on Transamérica FM (June)
Top 20 on Jovem Pan FM (June)
More than 740 free executions of the song.
Return of 130% in spontaneous media.
More than 1.5 million downloads.
And the song invaded YouTube and the media.
And that really helped COCA-COLA.
The preferred brand with the greatest recall in June (Datafolha / M&M)
Brand most associated with the 2010 World Cup (Ibope)
Greatest brand recall during the World Cup (GFK / M&M)
Sing this success along with us!