talksport & coke: euro 2012
DESCRIPTION
talkSPORT & COKE: EURO 2012. CAMPAIGN OBJECTIVES. 01. Focus on the Coke audience’s relationship with football . 02. Reach young adults . 03. Encourage engagement with the brand. 04. Campaign must be distinct from Olympic messaging . WHY talkSPORT?. OFFICIAL RIGHTS . - PowerPoint PPT PresentationTRANSCRIPT
talkSPORT & COKE:EURO 2012
CAMPAIGN OBJECTIVES
01020304
Focus on the Coke audience’s relationship with football
Reach young adults
Encourage engagement with the brand
Campaign must be distinct from Olympic messaging
WHY talkSPORT?
PASSIONATE FOOTBALL FANS
OFFICIAL RIGHTS
UNIQUE SPONSORSHIP MODEL
92% of talkSPORT listeners are football fans
Live commentary of all 64 Euro 2012 matches
Station is cleared of all commercial partners &
bring on category exclusive sponsors
THE SOLUTION
Focus on the Coke audience’s relationship with football
Sponsor talkSPORT’s UEFA EURO 2012 coverage
Reach young adults Offer an incredible prize for young aspiring reporters
Encourage engagement with the brand Various social media debates and microsite for the Fan Reporter campaign
Campaign must be distinct from Olympic messaging
Kept the essence of the messaging, but gave it a different twist
THE MECHANICS
Teamed up with student radio & media universities to reach young audience
Asked people to submit a video of them commentating to show their passion
Received 217 entries in 10 days, providing over 4.5 hours of content
Involvement from Coke ambassadors
Also reached potential candidates on-air, online and through social media
THE PROCESS
5 finalists were chosen for bootcamp
Tasks included interviewing members of the public, holding a press conference for Matt Holland and editing content
2 finalists were picked to face a final interview with Darren Gough, Adrian
Durham and Des Kelly
Melissa Rudd was chosen as the winner by the Programming Director
THE RESULTS
Melissa went out to Euro 2012 to report for
talkSPORT and has stayed on at the station as an
Assistant Producer
Total Sponsorship Awareness for the campaign was at 83%
79% of listeners aware said Coke ‘is a brand that celebrates people’s passion for football’
77% of listeners aware said Coke ‘is a brand associated with international football’ Coke Fan Reporter won a Sony Gold
in the Best Competition category
“talkSPORT provided a great platform for Coca-Cola’s UEFA EURO 2012 campaign. The ‘Coke Fan Reporter’
was an engaging concept that captured consumer attention and lives well beyond the campaign for our winner. It answered our brief brilliantly.” Paul Dewan, Head of Assets and Experiential, Coca Cola GB & NI