taking the FIFA World Cup trophy on a tour around the world with coca-cola
With the 2018 FIFA World Cup well underway, Cake are proud to have played their part in the safe delivery of the FIFA World Cup Trophy to the tournament in Russia. Working with our long-standing client Coca-Cola we have managed the project with Havas colleagues in North America, as the lead agency for the FIFA World Cup Trophy Tour by Coca-Cola.
The tour visited 51 countries during 97 jam-packed days on tour. The tour started out from Stansted Airport back in January, before crossing 13 timezones, reaching as far as Papua New Guinea, Solomon Islands and Tonga. 25 of the countries visited were new to the tour, never having received the FIFA World Cup itself, or the Trophy Tour before. Each market was able to customise their activation, with the help of our team, to reach their desired audience, meet specific objectives, all the while building anticipation and excitement for the FIFA World Cup tournament.
We have supported Coca-Cola with this special project since 2006, and this time the tour took a new focus utilising content as a priority, touring a dedicated content team, hosting 35 specific content shoots across the tour, and sharing social posts consistently reaching over 1 million views. This also helped to gain over 120,000 fan posts using #readyfor and over half a million new Facebook fans.
Our work on the tour spans all the major Coke workstreams which form the tour IMC - from gaming, to influencers, experiential and shopper marketing, through to integration of the Jason Derulo music anthem 'Colours' and PR & Media management. With a team of 7 from Havas & Cake on this full time, plus additional studio resource, everything has been coordinated here to make for the successful execution of the tour.
Naturally we are very proud to be involved with such a global project, bringing over 200,000 fans closer to the FIFA World Cup for their moment with the Trophy, all served up with an ice cold Coke or Coca-Cola Zero!