Marketing Excellence Awards 2023 Singapore
marketing interactive

Coca-Cola celebrates World Cup season with SG and MY influencers

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Coca-Cola’s 2018 FIFA World Cup Russia social media campaign currently running in Malaysia and Singapore has been "teasing" football fans and enthusiasts alike with satirical and light-hearted content.The #PickYourTeam campaign videos aim to recreate and dramatise near real-time moments from the FIFA World Cup, with influencers of Malaysia and Singapore giving commentary. Key Malaysian influencers MGAG, Ming Han, Reuben Kang and Faiz Dickie, alongside Haresh Tilani, Hirzi Zulkiflie and Munah Bagharib from Singapore, add flavour with their perspective as Cupturalist football fans in the videos’ match commentary.In a bid to reflect FIFA World Cup, the videos feature a miniature stadium and match ball, as well as limited-edition Coca-Cola FIFA cans as players and fans. According to the release, the videos were made to be “exciting, dramatic and entertaining to watch.”The campaign kicked off with two FIFA World Cup teasers in early June, featuring the eight limited edition Coca-Cola cans. Following the two teasers, pre-match videos were published on a daily basis to draw excitement whilst creating conversation and engagement amongst Coca-Cola fans to #PickYourTeam.The term “Cupturalist” was introduced to represent individuals who want to be part of the FIFA World Cup fever, without understanding major technicalities or having an emotional connection to the players and teams. Cupturalists however, still follow FIFA World Cup closely, as it’s the biggest global football event that only happens once every four years.“The campaign stays true to what Coca-Cola stands for as a brand – a universal icon of happiness,” Lim Kean Yew, integrated marketing communications director at Coca-Cola said.“We want to capture how FIFA World Cup brings people from all races and backgrounds together to celebrate a shared passion for football, and to make the FIFA World Cup experience more meaningful and fun for all," he added. 

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