The challenge was to be the brand with the greatest association with the World Cup. One of the critical point for this was to have a strong presence in Maracana stadium, place of the World Cup match final. The surrounding of the stadium is dominated by several points-of-sale with beer brands. Coca-Cola wanted to differentiate and do something bigger than a simple point-of-sale and media.

Coca-Cola wanted to reinforce the concept #Everybody. Therefore, we transformed an abandoned property in front of the stadium. We create an innovative brand experience to take the spirit of the World Cup for everyone. So we bring the concept to the real life. We invited a lot of celebrities, contact some journalists to cover our press conference inside the Casa Coca-Cola and guarantee impact during a period with a lot of news.

The main role of the media in this case was able to identify a strategic point that was not a traditional media. But rather an abandoned property. We did not want a simple wallscape or a panel. We needed to offer something truly innovative to leverage the brand love and brand association with the event. The property was located in front of one of the main entrances of the Maracana stadium. In addition to excellent visibility, we could offer also several amazing experiences inside of the Casa Coca-Cola. And it became a tourist spot.

Coca-Cola was the most associated brand with the event. Reached 71% of top of mind. About 1.6 million social impressions #todomundo. We got a buzz in many media in Brazil and worldwide. As Rede Globo, Rede Record, Advertising Age, etc. If we were to buy the total free media space, we would be spent about US$ 1.3 million. The store located on the first floor sold about US$ 300,000 in brand products. And besides all, we can create an atmosphere of everybody World's Cup.