Multiplatform Special Award
Hijacking the African Cup
Advertiser The Coca-Cola Company
Coca-Cola launched an integrated campaign to increase awareness during the African Cup of Nations in Egypt.
Coke hijacked the event without being the official sponsor, and managed to outshine its competition on all awareness and brand parameters.
Coke content shares numbered 111,000 vs. Pepsi's 51,000 and brand love grew by 5 points in just a month.