With less than 24 hours to launch a campaign that returned the faith on the Colombian National Team after they lost their first match in the World Cup, Coca-Cola decided to take a gamble by using their own media to send a message to the fans. First they turned around their bottle labels to tell the whole country that the team could turn things around for the next match, on their social media this message was posted, and every post then on and right before the next match was posted upside down. Coca-Cola also turned it’s loyalty platform and their live show “Replay” was streamed upside down as well.

Latin American people and specially Colombians are very negative, when an obstacle arises they only expect the worst, they prefer to turn their back and not keep fighting, that´s why when the National Team lost their first match, social media was flooded with negative comments. Coca-Cola knows everything in life can be turned around, that’s why as a message of support to the fans they decided to turn around everything; Their labels, social media post; their live show “Replay” and their loyalty platform.

Coca-Cola targeted their message to Football (Soccer) fans, fans of the Colombian National Team; Those that even if they are huge fans or not, are always watchful of the matches, they always post or comment matches on their social media. To reach these people Coca-Cola decided to use their own media, starting with their social media: Facebook, Twitter and Instagram. Then they amplified the message by turning around the content of the loyalty platform Coca-Cola For Me. Finally they turned around the streaming of their Live Show “Replay”.

72 hours is all we had before the next match; in less than 24 hours we had to launch the campaign. We decided that our own media was the most effective way to reach people. To achieve this we used our labels, turning them around and posting them on our social media making a statement that made people talk; each post was upside down. Because of the vast amount of people that followed this trend we decided to do the same with our loyalty platform and our live show “Replay”. We partnered with Key Accounts to turn around discounts on our platform making that a 15% discount turned into a 51% discount that they could only use during the National Team’s next match.

13 million people reached in less than 3 hours; the hashtag #ListosParaDarleLaVuelta (Ready to turn it around) was a trending topic with more than 2000 conversations on twitter; and more than 7000 transactions on our loyalty platforms.