We needed to appeal to the mainstream sporting audiences of Australia and New Zealand, with a particular focus on young women who are active participants, or potentially interested, in sports. The overall objective was to develop a unique OOH campaign that would increase brand affinity for Coke by cementing it as a long-term supporter of women’s soccer, amongst a sea of bandwagoning competitor brands. It was important to highlight the progress from widespread doubt and cynicism, to widespread belief and optimism in women’s soccer, by tapping into contextual placements relevant to real player’s backstories. Coca Cola wanted to demonstrate their genuine support for women athletes and grassroots women’s sports in every corner of the country - not just in the stadiums where the elite event was taking place - so leveraging local fields was key to the approach.

Quantitative brand tracking results were not disclosed. However the qualitative responses from local sports and creative industry publications, as well as organic responses on social media, were universally positive.