{"id":157597,"date":"2020-03-01T23:56:49","date_gmt":"2020-03-01T21:56:49","guid":{"rendered":"https:\/\/www.myza.co.za\/coca-cola-leverages-its-english-premier-league-sponsorship-in-nigeria-with-a-campaign-from-fcb\/"},"modified":"2020-03-01T23:56:49","modified_gmt":"2020-03-01T21:56:49","slug":"coca-cola-leverages-its-english-premier-league-sponsorship-in-nigeria-with-a-campaign-from-fcb","status":"publish","type":"post","link":"https:\/\/www.myza.co.za\/press\/coca-cola-leverages-its-english-premier-league-sponsorship-in-nigeria-with-a-campaign-from-fcb\/","title":{"rendered":"Coca-Cola leverages its English Premier League sponsorship in Nigeria with a campaign from FCB"},"content":{"rendered":"

Coca-Cola leverages its English Premier League sponsorship in Nigeria with a campaign from FCB<\/a>: <\/p>\n

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 drink\u2019s marketing partners on the continent including FCB, Isobar, Dentsu, Ogilvy Nigeria, Town Criers and R&B Public Relations.<\/p>\n

The company\u2019s IMC Director, Monali Shah, tasked FCB to engage the myriad EPL fans in Nigeria in a refreshing and unexpected manner to ensure they\u2019d \u2018offer Coca-Cola a seat at their table\u2019 during this year\u2019s season.<\/p>\n

\u201cIn Nigeria, football is not just a game, it is a way of life,\u201d she said. \u201cThe 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.<\/p>\n

\u201cThe 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,\u201d she explained.<\/p>\n

After visiting Nigeria to uncover consumer insights first hand, \u2018Banter Better with Coca-Cola\u2019 was conceived and fine-tuned.<\/p>\n

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.<\/p>\n

The TVC driving the campaign was created by FCB\u2019s team of Executive Creative Director Suhana Gordhan, Copywriter Mbeu \u2018Snooze\u2019 Kambuwa and Art Director Jonathan Wolberg with collaboration from Designers Liana Liebenberg and Thabang Lehobye.<\/p>\n

According to Gordhan, the insights informing the creative approach are grounded in West African fans\u2019 special relationship with the league\u2019s clubs.<\/p>\n

\u201cThe key difference between a West African fan\u2019s relationship with the club he or she supports and that of a fan in the UK is \u2018choice\u2019. In the UK, you don\u2019t 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, there\u2019s an aggressive, territorial undertone to football banter and discussions.<\/p>\n

\u201cBy 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 \u2013 a passion point. What\u2019s 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 weekend\u2019s battles on the pitch.<\/p>\n

\u201cAnd yeah, while what happens on the pitch is fair banter fodder, that\u2019s where the battle stays \u2026 on the pitch,\u201d she quipped.<\/p>\n

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.<\/p>\n

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 \u2018Snooze\u2019 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<\/p>\n

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