Coca-Cola leverages its English Premier League sponsorship in Nigeria with a campaign from FCB

28 February, 2020 - 08:17

Coca-Cola is leveraging its sponsorship of the English Premier League with an integrated campaign currently running in Nigeria, and created and implemented by the soft drinks marketing partners on the continent including FCB, Isobar, Dentsu, Ogilvy Nigeria, Town Criers and R&B Public Relations.

The companys IMC Director, Monali Shah, tasked FCB to engage the myriad EPL fans in Nigeria in a refreshing and unexpected manner to ensure theyd offer Coca-Cola a seat at their table during this years season.

In Nigeria, football is not just a game, it is a way of life, she said. The fans here live the EPL seven days a week, not just on match days. Coca-Cola wanted to honour these fans and their passion for the game every day, not just during the 90 minutes of play.

The big ask to the agency was to ensure that the brand stood out in the sea of EPL communications and to create a campaign that resonated with the fans and invited Coca-Cola to become part of their conversations, she explained.

After visiting Nigeria to uncover consumer insights first hand, Banter Better with Coca-Cola was conceived and fine-tuned.

An integrated campaign featuring a TVC, social executions, PR, out-of-home, shopper activations and customer partnerships, it speaks directly to the passion of the fans, who constantly banter with each other about the league, the teams, the performances and the statistics.

The TVC driving the campaign was created by FCBs team of Executive Creative Director Suhana Gordhan, Copywriter Mbeu Snooze Kambuwa and Art Director Jonathan Wolberg with collaboration from Designers Liana Liebenberg and Thabang Lehobye.

You can view it here: https://www.youtube.com/watch?v=JV4GRYMr8Kc

According to Gordhan, the insights informing the creative approach are grounded in West African fans special relationship with the leagues clubs.

The key difference between a West African fans relationship with the club he or she supports and that of a fan in the UK is choice. In the UK, you dont choose your club, you are born into it. For this reason, if someone disrespects your football club, they disrespect your place of birth, your home, your family. As a result, theres an aggressive, territorial undertone to football banter and discussions.

By contrast, in West Africa, they choose who they support, and are drawn to a club by its popularity and performance. Banter is, therefore, friendly and sporting - a passion point. Whats more, banter, in the West African EPL context, brings people together. Never aggressive, it is a way of good-naturedly sharing your knowledge of the game, and building anticipation for the coming weekends battles on the pitch.

And yeah, while what happens on the pitch is fair banter fodder, thats where the battle stays ... on the pitch, she quipped.

The TVC was directed by Anton Visser of Patriot Films with post-production from Left Post. Tiger Fight composed the soundtrack. The campaign broke in Nigeria in December 2019.

Credits:

Client: Coca-Cola

Campaign: Banter Better with Coca-Cola

IMC Director: Monali Shah

Content Excellence Manager: Odunayo Dada

Marketing Manager: Abiodun Ajiborode

IMC Manager: Hilda Gullacksen

Media Manager: Omomeda Ashofor

Digital Manager: Ines Tahi-Ezan

Creative agency: FCB

Business Unit Director: Struan de Bellelay-Bourquin

Account Director: Carol Chidoba

Executive Creative Director: Suhana Gordhan

Copywriter: Mbeu Snooze Kambuwa and Matthew Shafto

Art Director: Jonathan Wolberg

Designers: Liana Liebenberg, Thabang Lehobye

Strategic Planner: Sandiselwe Gamede

TV Producer: Monareng Makwetla

Production House: Patriot Films

Director: Anton Visser

Post-production: Left Post

Music composition: Tiger Fight

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