Coke

The Smarties Vietnam 2014 Award

Bronze Prize - Promotion Category

Strategy

FIFA World Cup, an occasion that football fans all around the world are always looking forward to, same in Vietnam. As an official sponsor of the FIFA World Cup 2014, Coca-Cola wants to bring happiness to Vietnamese football fans by giving them a chance to see the real World Cup trophy.

Our brief was to amplify the buzz of the Coca-Cola FIFA World Cup Trophy Tour in the North of Vietnam and recruit 2.400 fans to the event in Hanoi. So we decided to find them and talk to them in the most popular mobile platform in Vietnam, Zalo, which allows us to deliver location-based advertising and engagement.

Our solutions

We turn Coca-Cola Zalo page to a happy hub for football fans during the World Cup Zalo. Sticky messages help Coca-Cola to reach more than 10 million Zalo's users.
We applied location-based targeting technology to deliver different messages to users over 12 years old, living and working in Hanoi. The hub opened a series of mini games to deliver attractive gifts and e-tickets to users

  • Mini game "Rinh vé xịn, nhận thẻ cào liền tay"
  • Users draw picture to express their love to Coca-Cola / World Cup
  • Users send photo with Coca-Cola product / football moments to Coca-Cola page on Zalo

We invited offline communities in Hanoi with the event

  • T&T group
  • Chelsea fan club
  • Manchester fan club
  • University of foreign Trade
  • Diplomatic Academy of Vietnam Finally

The winners from the games can win tickets to join the event from Coca-Cola Zalo page. E-tickets are sent directly to their phones. Users can redeem e-tickets at Quan Ngua Stadium to join Coca-Cola FIFA World Cup Trophy Tour.

Success Stories

Making FIFA World Cup Trophy Tour a buzz in social media and Coca-Cola Zalo page became a true happy hub for football fans during the biggest football event of the world.

How we did it

We created official Coca-Cola page on Zalo

Promoted campaign on Coca-Cola Zalo Page

Promote campaign

Sent sticky message, which reached more than 10 million Zalo’s users

Sticky message

Organized a series of mini games on CoCa-Cola Zalo Page to deliver attractive gifts and e-tickets to users

Mini game “ Rinh vé xịn, nhận thẻ cào liền tay”

Always on contents

Users draw pictures to express their love to Coca-Cola/ World Cup

Actions

Users send photos with Coca-Cola page/ football moments to Coca-Cola Page on Zalo

Actions

Users received ticket to join the event from CoCa-Cola Zalo Page

events

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