FP7/Cairo wins Grand Prix for Coca-Cola’s Hijacking the African Cup campaign
Global, 13 June 2018 – FP7/Cairo, part of McCann Worldgroup, has won the WARC Awards’ Grand Prix in the Effective Content Strategy category, rewarding branded content strategies that can demonstrate a business outcome, for its Coca-Cola campaign ‘Hijacking the African Cup’.
Working on a variety of fronts, online and on the ground, Coca-Cola used an imaginative integrated campaign, hijacking the African Cup of Nations in Egypt without being the official sponsor and managing to outshine its competition on all awareness and brand parameters.
The results saw Coke’s content shares numbered 111,000 vs Pepsi’s 51,000; the Coke hashtag usage was 165,000 vs Pepsi’s 55,000; awareness for the football association went up by 10% and brand love grew by 5 points in just a month.
The Grand Prix-winning campaign also won the Best Multiplatform special award for a content strategy that has successfully used a range of different communication channels.
Commenting on the Grand Prix winner, jury member Nick Kendall, Founding Partner of media broker Electric Glue, said: “Saliency is so important to Coke and that’s what they achieved – mental presence. They placed themselves on the fans’ side and, most importantly, in their songs and therefore in their hearts.”
The judging panel of 16 chaired by John Dokes, Global Chief Marketing Officer and General Manager of AccuWeather Network, awarded a further four Golds, four Silvers and four Bronzes and two more special awards to campaigns that ran in Brazil, Egypt, India, Lebanon, Malaysia, Tunisia, Saudi Arabia, United Kingdom and United States, for brands including Antarctica, EGBank, Orange and Whiskas.
The WARC Awards’ Content Strategy winners are:
Hijacking the African Cup · Coca-Cola · The Coca-Cola Company · FP7/CAIRO, Part of McCann Worldgroup · Egypt + Best Multiplatform Award
Slow Trends · Connect · TBWA\RAAD · Lebanon + Smart Spender Award
Unveil Saudi · Saudi Telecom Company · J. Walter Thompson · Saudi Arabia + The Long-Term Idea Award
The Hammam Fighter · Orange · FP7/TUN · Tunisia
The Chronicles of Oufa · EGBank · FP7/CAIRO, Part of McCann Worldgroup · Egypt
Escape the Dating Apocalypse · Hinge · Justin McLeod and various individual investors · the STUDIO · United States
Ask Again · The Live Love Laugh Foundation · McCann Worldgroup · India
4G Films · Maxis · Maxis Berhad · Ensemble Worldwide, Initiative Malaysia · Malaysia
Web Series · Antarctica · AB InBev · AlmapBBDO · Brazil
Fair Sex Fair Say · i-can · Piramal Healthcare · McCann Worldgroup · India
Dear Younger Me… · Emirates NBD · Momentum Egypt · Egypt
Kitten Kollege · Whiskas · Mars Petcare · AMVBBDO · United Kingdom
If you can dream it, you can Pylox it · Nippon Pylox · Nippon Paint · Ensemble Worldwide · Malaysia
All winners for the annual WARC Awards, a global case study competition in search for next-generation marketing effectiveness that focuses on the effective use of emerging marketing disciplines, have now been announced and can be viewed here: https://www.warc.com/warcawards.prize
The WARC Awards 2018 Report, providing an in-depth analysis, learnings and trends from the winners will be published in September 2018.
About Effective Content Strategy jury chair:
John Dokes, Global Chief Marketing Officer and General Manager, AccuWeather Network
John oversees strategic branding and marketing of the largest and fastest growing weather media company in the world. With over 25 years of experience in digital and traditional marketing and a history of driving multi-million dollar revenue gains, he has worked with world-renowned brands including Marvel Entertainment and MTV Networks – Viacom. AccuWeather, with global headquarters in State College, PA, now reaches more than 1.5 billion people worldwide every day through smartphones, tablets, wired and mobile internet sites, radio, television, newspapers, and the AccuWeather Network, in addition to serving over 240 of Fortune 500 companies as well as thousands of businesses worldwide.
About WARC – your global authority on advertising and media effectiveness
WARC.com is an online service offering advertising best practice, evidence, insights and data from the world’s leading brands. WARC helps clients grow their businesses by using proven approaches to maximise advertising effectiveness. WARC’s clients include the world’s largest advertising and media agencies, research companies, universities and advertisers.
WARC runs two global and two regional case study competitions: WARC Awards, WARC Media Awards, WARC Prize for Asian Strategy and WARC Prize for MENA Strategy.
WARC publishes three global rankings of advertising excellence: Gunn (creativity), WARC 100 (effectiveness) , Gunn Media 100 (media innovation); and publishes leading journals including Admap, Market Leader, the Journal of Advertising Research and the International Journal of the Market Research Society. In addition to its own content, WARC features advertising case studies and best practices from more than 50 respected industry sources, including: ARF, Effies, Cannes Lions, ESOMAR and IPA.
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