Coca-Cola Africa Trophy Tour

Highlight: Brand Activation.

Project: Management of the communication strategy across East & Central Africa.

Background:

We have managed Coca-Cola’s corporate and brand PR for the last two years. Since Coca-Cola’s East & Central Africa hub is located in Kenya, we as their corporate & brand PR agency are responsible for managing their communication process across 27 countries. During the FIFA World Cup Trophy Tour, Tell-Em developed the strategy and managed the implementation process with local PR agencies across the East & Central Africa region.

PR Objectives:

  • To announce, create excitement and generate awareness of the arrival of the FIFA World Cup™ Trophy.
  • Maintain consistent communication and messaging across 27 countries.

Strategy:

  • TE was responsible for implementing the ground activations in Kenya & Uganda, while managing the implementation process in the other 25 countries. We developed a PR tool kit which contained boiler templates including press releases, speeches, backgrounders, critical paths for managing events, which were adapted to suit each market. We followed up with each market through constant communication with country marketing managers & local PR agencies, to ensure consistency in message delivery and quality control.
  • We maintained constant communication to ensure a successful campaign through emails, teleconferencing, status update reports, contact reports, website content uploading & sharing of country activations.
  • We briefed a local production team to cover all the regional events and the footage was distributed to each market to hype up the upcoming Trophy Tour in their country. The footage was used in news, features and documentaries.

Results

  • Coca-Cola’s ECABU (East & Central Africa Business Unit) campaign strategy and execution was recognized and awarded as the best in the Euro-Asia region.
  • There was overwhelming excitement among consumers across the region. Consumers felt that Coca-Cola played a significant role in bringing the Trophy to their country.
  • Widespread media coverage, that was consistent across the region – In Kenya only we generated 400 media hits valued at USD 1.4M
  • Reinforcement of the Coca-Cola brand with football – emphasizing on their slogan – when you think of football – think Coca-Cola.