Coca-Cola Myanmar: FIFA World Cup Myanmar Trophy Tour by Coca-Cola

Agency: Today Ogilvy & Mather, Myanmar
Client: The Coca-Cola Corporation

Campaign summary

After a half-century of Myanmar's isolation and sanctions and military rule came to an end in 2012, the first legal public gatherings in decades were finally allowed. So when Coca-Cola had the opportunity to unite the people of Myanmar around their national passion for football, we brought that dream to life, making Coca-Cola the most engaging FMCG brand in the country.

Building on the initial positive sentiment from Coca-Cola's market re-entry, we took the FIFA World Cup Trophy Tour (FWCTT) by Coca-Cola and made the Myanmar leg of the 90-nation tour THE most successful one in Asia. Bringing happiness and inspiring people in the country was the outcome most desired by Coca-Cola. This was on top of many other notable milestones achieved which include outstanding media coverage with more than 100 news stories generated as well as a hugely successful engagement of Facebook users at a time when Internet access is low and online connectivity is still unreliable. The online campaign elevated Coca-Cola Myanmar to the position of top FMCG Facebook brand page in Myanmar, one it still holds.