To constantly engage teens in the Brand Coca-Cola.To continually drive fresh ideas while leveraging the strength of past efforts, the submission connected three passions for female teens in Mexico to promote Coca-Cola’s largest teen soccer event of the year Copa Coca-Cola. The passions are:Growing interest in sports – particularly soccerTelenovelas (Soap Operas) – particularly one built for female teensThe Brand Coca-Cola – Mexican’s drink more Coca-Cola per capita than any country in the worldExecute in a unique way that breaks through the advertising clutter in Television and message clutter of spots based on a soccer. Female teens’ passion for Coca-Cola and their growing interest in soccer are combined to promote Coca-Cola’s largest teen soccer event of the year Copa Coca-Cola within the new female teen targeted, nationally televised soap opera “El Juego de la Vida”.All of the efforts, built on teen passions, drive fresh impact as Television drama is timed to not only coincide yet become real life.

“El Juego de la Vida” fictional characters are members of a female soccer team. Their ultimate team goal is to reach the finals of the real life Copa Coca-Cola and have a chance to play in the world famous, Estadio Azteca (Aztec Stadium).

Original timing of the new program was rearranged to coincide with the actual CopaCoca-Cola. As the fictional female futbol team registers for Copa Coca-Cola, real life registrations for Copa Coca-Cola are going on throughout Mexico. When the “El Juego de la Vida” female team reaches the semifinals, the real life Copa Coca-Cola will be in the semifinals.“El Juego de la Vida” actors incorporate real life, in-use promotional materials and out-of-home advertising for Copa Coca-Cola. Over 90 minutes of “El Juego de la Vida” have been dedicated to Copa Coca-Cola and brand Coca-Cola exposure within 20 episodes of the program.To top it all off, Network TV Televisa will film the final match of the “El Juego de la Vida” female team with all of the real life fans of Copa Coca-Cola in the Estadio Azteca.

Results for the carefully synchronized elements of Television, sponsorship, promotion and events have driven tremendous results to date:Media ResultsSince its premier, “El Juego de la Vida”, has captured higher Teen ratings than any other program on the TV Network Televisa. (Televisa holds the highest share among television viewers in Mexico.)Product placement and scripted dialogue among “El Juego de la Vida” actors have amounted to 90 minutes of programming over 20 episodes. The media value for 90 minutes delivers a value 65% higher than the negotiated sponsorship cost.The “El Juego de la Vida” project, with other common projects, has served to further strengthen the Televisa, Coca-Cola and Starcom synergies in producing top of line media products.Copa Coca-Cola Results (To Date)6,500 teams have entered in the Copa Coca-Cola event, up 55% from last yearOf the teams entered, 2,600 are female only teams, up 130% from last yearIn some cities, registration of female teams has surpassed that of male teams Leveraged our working relationship with TV Network Televisa to secure an idea built on female teen passions for the Brand Coca-ColaTelevisa presented the concept for “El Juego de la Vida” to StarcomStarcom linked the concept to synergies with Copa Coca-Cola and passion insights on female teensStarcom then worked with Televisa and Coca-Cola to fully develop a unique, fully integrated effortStarcom negotiated the package costs Television is merged with real life for the promotion of an event.The submission combines and leverages:Real life growing interest in sports among females in MexicoTelevision timing for the launch of a new nationally televised soap opera – “El Juego de la Vida” (“The Game Of Life”)Real life timing of Coca-Cola Mexico’s largest teen soccer event – Copa Coca-Cola Television Coca-Cola sponsorship of “El Juego de la Vida”Television in-program content built to promote participation in the real life Copa Coca-Cola tournamentTelevision actors’ use of real life event promotional materials (real event pamphlets and unique out-of-home)Television product placement of Coca-ColaFilming of television soap opera content at the real life Copa Coca-Cola eventSoap opera content is built to promote female participation in soccer; specifically promoting female team participation in the real life event of Copa Coca-Cola tournament TV Network Televisa, working hand in hand with Starcom, launched “El Juego de la Vida” with timing to promote participation in Copa Coca-Cola and actually film content at the real event of Copa Coca-Cola.The ongoing female teen program is leveraged to promote participation in the real life Copa Coca-Cola event via television content in “El Juego de la Vida”.“El Juego de la Vida” actors use real life Copa Coca-Cola promotional materials in “recruiting” their female team. Team players are shown completely engrossed in Copa Coca-Cola outdoor in México City to promote participation in the event. Female team members also drink Coca-Cola after playing soccer in the program.For the grand finale, television content meets real life. The female team in “El Juego de la Vida” will play and be filmed before the real audience of Copa Coca-Cola in Mexico’s largest stadium – Estadio Azteca.Results to date for the carefully synchronized elements of Television, sponsorship, product placement, promotion and events have a) created tremendous media value, b) driven much higher participation among females in the real life Copa Coca-Cola event.

Leveraged our working relationship with TV Network Televisa to secure an idea built on female teen passions for the Brand Coca-ColaTelevisa presented the concept for “El Juego de la Vida” to StarcomStarcom linked the concept to synergies with Copa Coca-Cola and passion insights on female teensStarcom then worked with Televisa and Coca-Cola to fully develop a unique, fully integrated effortStarcom negotiated the package costs