Nothing could better symbolize our collective passion and nationalism than five MEGA Coca-Cola flags that toured nine major cities across Egypt inviting all supporters to sign their heartfelt good luck messages to their team.

Travelling on branded double decker buses, the flags were swamped by thousands of fans that lined the streets with painted faces, queuing for hours to show their support by autographing the flags. Our own national TV program shadowing the event allowed fans to broadcast their united spirit to millions across Egypt.

The flags even went digital! Our group on Facebook sent the Coca-Cola flag digitally to all members. On game days members changed their profile pictures to the flags in support. The event turned into a nationwide phenomenon with everyday coverage in national and local newspapers. The flags were then presented to the national team in a huge gala dinner, by the fans themselves.

Flag Tour awareness: 45% (7.2 million young individuals).Flags attained over 45,000 signatures.Event generated thousands of dollars in free PR reaching millions of Egyptians nationwide.Facebook group maxed out at over 2000 active members.Unprompted, Coca-Cola was the most salient brand mentioned as the official sponsor of the African Cup of Nations.Football brand health indicator +4 pts, putting us ahead of competition by 7 pts.

Sales +16% across total sparkling product vs. same period previous year.Market share + 0.5 pts.Egypt went on to win the cup, Coca-Cola won the hearts of the fans at home!