copa coca-cola toolkit v1 live

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COCA-COLACOPA 2015 ACTIVATION TOOLKIT

Copa Coca-Cola / ©2014 The Coca-Cola Company Classified - Confidential

COPA COCA-COLA 2015 ACTIVATION TOOLKIT

1. Introduction to the Copa Coca-Cola global team2. Welcome to Copa Coca-Cola 20153. Copa Coca-Cola fast facts4. Communications strategy and objectives5. Key messages6. Overview of target stakeholder audiences7. Outline stakeholder PR plan on a page8. Tailored messaging for each stakeholder group9. Local stakeholder mapping guide10. Ogilvy connections plan

1SETTING THE SCENE

51. Recommended tactical ideas to support local tournaments a.Copa Coca-Cola stakeholder forum b.Football is for girls c.Personal press conference d.Meet your football idol e.Family football stars2. Global advertorial (TBC)

LOCAL MARKET ACTIVATIONS

2 LAUNCH

1. Launch overview2. Marketing/consumer launch press release template for local market use3. Motivating internal audiences

61. Overview of finals camp activity a.Copa Coca-Cola legends match b. Celebrating 2015 heroes c.Facts and figures d. Copa Coca-Cola uncovered

FINALS CAMP

CONTENTS

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41. Local ambassadors amplification guide 2. Ambassador content and seeding

AMBASSADORS

1. Overview2. Objectives3. Methodology4. Markets5. Questionnaire6. Amplification

3 WHICH PART WILL YOU PLAY’ GLOBAL RESEARCH

81. Q&A2. Spokespeople overview3. Approved logo and imagery

CAMPAIGN ASSETS

1. Global legacy program and Love Futbol partnership (TBC - Coke to advise on inclusion)

7GLOBAL LEGACY PROGRAM

91. Scope of roles and responsibilities2. Evaluation guidelines and coverage tracking

RESPONSIBILITIES & MEASUREMENT

SETTING THE SCENE

WELCOME FROM THE COPA COCA-COLA GLOBAL TEAM


DanBaxterGroup Communications Director,

Eurasia & Africa

[email protected]

DominicShalesManaging Director

[email protected]

MarilynWicksConsumerDirector

[email protected]

CatMillerAs.Director,Consumer

[email protected]

NickMeakinHeadofSport

[email protected]

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7COPA COCA-COLA 2015 ACTIVATION TOOLKIT

CatMillerAs.Director,Consumer

[email protected]

NickMeakinHeadofSport

[email protected]

JackShillingAccountManager,Consumer&Sport

[email protected]

BenjaminHallamGroup Account Director

[email protected]

RuthHatchSenior Account Manager

[email protected]

WELCOMEWelcome to the Stakeholder PR toolkit for Copa Coca-Cola 2015.

This toolkit includes everything you need to knowabout the aims and objectives of the Copa Coca-Cola 2015 tournament and provides all the materials andguidance you will need to activate stakeholder outreach in your market.

The creation of this toolkit represents a unique collaboration between PAC and the Charter lead and we very much hope you will find the content to be a helpful and inspiring reference point throughout your 2015 campaign.


The Copa team

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COPA COCA-COLA 2015Copa Coca-Cola, now in its 27th year, is the world’s largest grassroots football programme – played in over 60 countries, involving 1.3 million 13-16 year olds – andhas a vision of uniting the world to become a healthier, more active place.

The 2015 PR program aims to educate stakeholdersand consumers on the positive benefits that CopaCoca-Cola (and football in general) can bring to teens and will evidence Coca-Cola’s long-term commitmentto supporting active, healthy living.

Coca-Colaandsport

Coca-Cola has a lifelong history of promoting sport and an active, healthy lifestyle. The relationship between Coca-Cola and sport dates back to 1928, when Coca-Cola became the first commercial sponsor of the Olympic Games, held in Amsterdam, and has been an Olympics sponsor ever since. Since 1978, Coca-Cola has also been an official partner of the FIFA World Cup.

Other sporting relationships over the years have included NFL, NHL, NBA and MLB. Coca-Cola was one of the official sponsors of the 1996 Cricket World Cup.

Coca-Cola enables people around the world to experience and celebrate the passion of football. The Coca-Cola Company is one of the longest standing corporate partners of FIFA supporting every FIFA World Cup with stadium advertising since 1950, and was the main sponsor of the English Football League between 2004 and 2010.

COPA COCA-COLA HISTORYCopa Coca-Cola is an international youth soccer tournament and global celebration of soccer passion. It originated in Mexico in 1998 with the aim of seeking to support the development of budding grassroots talent and promote active, healthy lifestyles among young people.

Since its launch in 1998, Copa Coca-Cola has expanded to more than 60 countries including USA, Argentina, Brazil, Zambia, Kazakhstan, Germany and Chile. It reaches more than 1.3 million young players, promoting an active, healthy lifestyle and encouraging values such as team spirit, friendship and respect.

Teams are made up of boys and girls aged 13-16 years old and are formed from secondary schools, youth academies and community teams.

Young players compete through a series of regional rounds to a national championship then a global finals camp. The format and seasons vary slightly from country to country, but all have the same aim of building confidence, comradeship and teamwork, through a shared passion of football.

In 2014, 116 teens from 28 countries travelled to the first-ever global Finals Camp in Sao Paulo, Brazil, ahead of the FIFA World Cup.

Copa Coca-Cola was awarded the European Medal, a prestigious prize granted by the Business Centre Club, with the support of the Ministry of Foreign Affairs and under the Honarary Patronage of the European Economic and Social Committee with its seat in Brussels. Copa Coca-Cola was awarded in the CSR Projects category as a unique initiative promoting physical culture and activity among young people.


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Copa,theSpanishwordfor“cup”,isimplementedinpartnershipwithgovernmentsand/orfootballfederationstomakethecompetitiononeoftheleadingeventsinacountry’ssportingcalendar.ThetournamentfollowsFIFAguidelinesandregulationsforyouthfootball.

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COMMUNICATIONS STRATEGY AND OBJECTIVESSTRATEGY

The role of PR is to reach out and engage with stakeholders and consumers using positive messaging around Copa Coca-Cola and the brand’s commitment to active, healthy living to build trust and mitigate scepticism.

The PR communications strategy is aligned with, and draws inspiration from, the above-the-line (ATL) 2015 creative campaign theme - ‘Which Part Will You Play’ - and gives markets an opportunity to:

1. ENGAGEwith stakeholders to demonstrate the part that Copa Coca-Cola plays in developing life skills and positive qualities in young people

2. MOTIVATEstakeholders to ask themselves the question ‘which part will you play’ and encourage more active support for active, healthy living in teens

3. CELEBRATEthe part of the players during the 2015 Copa Coca-Cola tournament

As ATL and PR campaigns are so closely aligned, markets are encouraged to ensure all PR communications utilise the campaign’s ATL assets and follow the same style guide and tone of voice to champion the stories of players, highlight the role the tournament plays in young people’s lives and generate media spikes around key activations.


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2015 OBJECTIVESStakeholders

• Demonstrate the positive benefits of Copa Coca-Cola as evidence of our commitment to and investment in active, healthy living programs for young people• Build trust and credibility amongst stakeholders to mitigate scepticism and support our “license to operate”• Engage in conversation with stakeholder groups to determine which part they play in the encouragement and development of young people’s active, healthy lives (and in particular, football)

Consumers

• Build trust in parents that Coca-Cola has the health and wellbeing of their children at heart by making emotional connections to Copa Coca-Cola• Demonstrate the positive role that Copa Coca-Cola can play in developing positive life skills in young people


Copa Coca-Cola is the largest brand-supported grassroots football tournament in the world, played in over 60 countries by 1.3 million teenage players, with the aim of inspiring young people to be active and healthy through their shared passion for the sport

Coca-Cola has a long-term commitment to promoting the benefits of daily exercise and good nutrition to the communities it serves, through the sponsorship of active, healthy living programs worldwide. In 2015, Copa Coca-Cola,

now in its 27th year, will ask the question “whichpartwillyouplay?” as a way of challenging and motivating people across the world to support and celebrate football-loving teens

COCA-COLA’S COMMITMENT TO ACTIVE, HEALTHY LIVING THROUGH SPORT

Coca-Cola has a lifelong history of promoting sport and an active, healthy lifestyle

The relationship between Coca-Cola and sport dates back to 1928, when Coca-Cola was the first commercial sponsor of the Olympic Games. Coca-Cola has been an Olympics sponsor ever since

Since 1978, Coca-Cola has been an official partner of the FIFA World Cup

COPA COCA-COLA & THE BENEFIT TO TEENS

Copa Coca-Cola is an international youth soccer tournament and global celebration of soccer passion.

It originated in Mexico in 1998 with the aim of seeking to support the development of budding grassroots talent and promote active, healthy lifestyles among young people

Copa Coca-Cola develops positive life skills in young people and gives teens the chance to hone their talent and embrace positive values such as teamwork, friend-ship and respect

OVER-ARCHING MESSAGE

PROOF POINT 1 PROOF POINT 2

SUPPORTING MESSAGES

KEY MESSAGES

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Copa Coca-Cola is the largest brand-supported grassroots football tournament in the world, played in over 60 countries by 1.3 million teenage players, with the aim of inspiring young people to be active and healthy through their shared passion for the sport

Coca-Cola has a long-term commitment to promoting the benefits of daily exercise and good nutrition to the communities it serves, through the sponsorship of active, healthy living programs worldwide. In 2015, Copa Coca-Cola,

now in its 27th year, will ask the question “whichpartwillyouplay?” as a way of challenging and motivating people across the world to support and celebrate football-loving teens

COPA COCA-COLA & THE BENEFIT TO TEENS

Copa Coca-Cola is an international youth soccer tournament and global celebration of soccer passion.

It originated in Mexico in 1998 with the aim of seeking to support the development of budding grassroots talent and promote active, healthy lifestyles among young people

Copa Coca-Cola develops positive life skills in young people and gives teens the chance to hone their talent and embrace positive values such as teamwork, friend-ship and respect

SUCCESS STORIES:CASE STUDIES AND PAST PLAYERS

TO COMPLETE ONCE WE HAVE LIST OF PAST PLAYERS

FAHAD TO SEND

OVER-ARCHING MESSAGE

PROOF POINT 2 PROOF POINT 3

SUPPORTING MESSAGES


OVERVIEW OF TARGET STAKEHOLDER AUDIENCESAs well as exciting and engaging teens globally, Copa Coca-Cola provides a unique platform from which markets can have conversations with a wide variety of stakeholders and consumers, building trust and appreciation through a well-planned and implemented campaign.

Stakeholdersinclude:

• Consumers, particularly parents and teens• Schools and clubs• Ministries of sport, health and education, and other policy influencers• National and regional media• Community groups, such as youth clubs & charities• Influencers, such as sport stars, former players and celebrities• The Coca-Cola Company system, such as bottling partners, key customers and internal audiences

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OUTLINE STAKEHOLDER PR PLAN ON A PAGE

Stakeholders

Outreach program to stakeholder groups will be two-pronged:

• Direct: A compelling and personal communication programme in each market, setting out milestone achievements and aims of the tournament and outlining the part that each stakeholder can play in the future health and wellbeing of young people in their community• Indirect: Strong media relations campaign with features and news designed to reach stakeholder audiences

STAKEHOLDER PR PROGRAMME

Engage Motivate

TOOLKIT ENDNOVEMBER 2014

GLOBAL RESEARCH DECEMBER 2014

LEGACY CAMPAIGN & MARKET ACTIVATIONS JAN-MARCH 2015

OBJECTIVE: Deliver all materials required to enable markets to activate successful PR campaigns

OBJECTIVE: Deliver evidence to stakeholders and parents about the positive part football plays in young people’s lives

OBJECTIVE: Demonstrate the part that Coca-Cola plays in the long term promotion of AHL, beyond the tournament

REGISTRATION & LOCAL TOURNAMENTS

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Motivate Celebrate

LEGACY CAMPAIGN & MARKET ACTIVATIONS JAN-MARCH 2015

GLOBAL ADVERTORIAL PROGRAE MARCH 2015

OBJECTIVE: Demonstrate the part that Coca-Cola plays in the long term promotion of AHL, beyond the tournament

OBJECTIVE: Reaching mums (a key stakeholder group) via emotionally engaging content in one of her favourite media

OBJECTIVE: Celebrate the players and supporters via news and content delivered from the finals

FINAL CAMP JUNE 2015

FINALSREGISTRATION & LOCAL TOURNAMENTS

Consumers

• Highly targeted media relations campaign that will use compelling content and perception-changing news to reinforce our trust-building objective• Use the personal stories of current and former Copa Coca-Cola teen players and the difference Copa Coca-Cola has made to their lives, to resonate with and make an emotional connection to parents• All activity supported by earned and owned social and online activity

We will now go into a bit more detail on the structure of the stakeholder PR program and what the objectives are for each stage of the 2015 Copa Coca-Cola activation.

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copa coca-cola toolkit v1 live

Documents

cocacola company

copa cocacola global

copa cocacola legends

copa cocacola fast facts4

confidentiale11copa

confidentialcopa cocacola

stakeholder group9

stakeholder pr toolkit