Objectives
To organize five public events that would link Coca-Cola as a brand with the world’s biggest football event - the World Cup and as a result establishing Coca-Cola in Cyprus as the brand linked to island’s favourite past-time football. Additionally, to promote Coca-Cola’s World Cup sponsorship and help generate brand awareness of Coca-Cola.

What We Did
From April to July 2010 Action Cyprus worked full time on the organisation of the five public events. Action Cyprus was responsible for developing each event concept in line with Coca-Cola brand guidelines and restrictions from FIFA. Action also identified key locations to host the events in Nicosia and Limassol.

 
Media participation was crucial in order to communicate the key messages for each event. Action created an offline and online communications campaign containing a number of press releases, feature articles, print and electronic interviews with brand ambassadors as well as the World Cup 2010 mascot Zakumi. To create further awareness for each event, Action carried-out a direct marketing campaign targeting consumers across the country.

Results
Over 7,500 people attended the events in Nicosia and Limassol and widespread coverage was achieved in key media outlets.