NEW DELHI: In less than a month from now, FIFA World Cup 2010 will kick-off in South Africa and keep a global audience in rapt attention for a month until July 11. The run-up to the mega event and the month-long sporting extravaganza present compelling opportunities for brands to connect with their target audience on the FIFA plank. Seizing the opportunity, Coca-Cola, the beverage partner to FIFA World Cup 2010, launched an outdoor campaign in the country, to whip up interest in both the event and the brand.
Coca-Cola India vested the outdoor duties with MOMS, the OOH specialist arm of Madison World. The campaign was rolled out in end-April and will run for a month.
MOMS first rolled out the campaign in Bangalore and then took it to Kolkata and Goa. Talking about the campaign, Dipankar Sanyal, COO, north and east, MOMS, said, “Coca- Cola has a long and unique association with sports, especially football. The idea behind the outdoor campaign was to promote Coke as the official beverage partner of FIFA World Cup and to promote the offer of winning goodies such as wrist bands and even the world cup ticket on buying a coke”.
“To bring the Coke offer into the consideration set of the TG, that is, the youth, we strategically used the outdoor
medium in the youth hangout places,” he added.
The outdoor agency has used outdoor formats like billboards and bus shelters. Also, to attract a large number of eyeballs, trams in Kolkata have also been used for branding.
Coca-Cola India is now taking the campaign to the North-east region in cities like Guwahati, Shillong, Johrat, Dibrugarh, Aizwal, Itanagar, Siliguri, Sivsagar and Tinsukia.
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