Case Study | Coca-Cola
TASTE THE FINALS 2017
How do you inspire footy fans to taste the feeling?
THE CHALLENGE
Coca Cola were the official sponsors of the 2017 AFL & NRL Finals in Australia. And they wanted to be right in your living room at the heart of the action. To inspire fans to taste the footy finals feeling and be your refreshing and uplifting companion in that magic moment when the crowd goes wild and history is made.
THE TRUTH
Aussie football commentators are some of the most excitable, shouty and jump-out-of-your-sofa sports personalities on Earth. These legends of the game understand better than anyone the nail-biting moments of terror and the glorious moments that changed history. Because they were right there with you through the blood, mud and tears. Some of the greatest commentary calls touch upon poetry, while others are so comical and utterly spontaneous, you really couldn’t make it up.
THE SOLUTION
I created an original concept, ‘Call of Fame’, that featured some of the famous commentary calls of all time on limited edition Coke Cans. Fans could Shazam the cans at home or at the Supermarket to relive those moments of glory.
Why did Coca Cola love this idea?
It nailed the brief. Watching finals footy is a rich, sensory experience and this brief was all about stimulating the senses. The sound of the game triggers nostalgia for magic finals moments, and builds excitement for finals to come. It’s an idea embedded in the ‘home consumption moment’, where fans watch on TV and the commentary makes such an enormous impact.
It tapped directly into footy fans’ passion point and cements the association between Coke and the joy of the finals. Coke are giving their fans a flavour of their favourite game with each can.
