Situation:

Targeting Egyptian viewers, not limited to football lovers only, through the AFCON campaign and Coca Cola being the official drink. We took different regular day-to-day situations to bring-out the deeply immersed love and association with football and the use of football terms in an extremely normal, non-soccer related conversation. We tapped into Egyptians’ obsession and passion for football to bring our insight to life: "Cheeing? Nah. It runs in our blood"

Brief:

Position Coca Cola as the official drink of Egyptian fans with a culturally relevant and true insight to the nature of Football fans in Egypt, that represent a huge majority.

Objectives:

Increase brand love & affinity.

Instill relevancy leveraging on the key cultural moments & passions; football & AFCON.

We created 5 short films showcasing our insight in a series of different everyday situations, non-football related to resonate with any and every viewer. All films feature 2 or more heroes, showcasing our insight. Snappy, infused with humor and wit with natural conversations taking place and football keywords seamlessly embedded in dialogue; making soccer in fact, something that runs in Egyptians’ blood.

“The Date” which leads to a heated conversation between the couple, or the funny reprimand between the dry cleaner and his incompetent subordinate, and the take-out food manager orchestrating the different delivery assignments; we clearly see the use of soccer lingo as a form of expression in everyday life and regular situations that have nothing to with football. Enter Coca Cola emphasizing the brand role as the official drink of Egyptian Football fans - bringing to life Football Runs In Our blood”.

The campaign effectively resonated with the target audience by capturing the essence of Egyptian football culture. By showcasing the deep connection Egyptians have with football, the ad fostered a sense of relatability, pride, and unity. It reinforced the notion that football is more than just a sport—it is a shared passion but most importantly, deeply rooted in their DNA. The campaign strengthened the emotional bond between Coca-Cola and the Egyptian audience, creating a favorable perception of the brand, and generating a heightened sense of relatability.

The Coca-Cola AFCON campaign has exceeded expectations, with strong engagement due to its hyper-local focus and relatable cultural nuances. It has resulted in a 0.45% increase in YouTube subscribers and over 30% positive sentiments across all platforms. This campaign has not only impacted consumer behavior but also led to a noticeable shift in preferences.