THE CHALLENGE 

Staging of Coca-Cola as a brand with attitude, which is locally networked and an active supporter of German sports clubs. Activating target groups to visit Coca-Cola’s campaign page to learn more about the collection campaign, to participate themselves, or to inspire their own club to run a micro-campaign on social media.

THE STRATEGY

Integration, solidarity, cohesion, team spirit, joie de vivre & community – six positioning fields in which we position Coca-Cola as an “enabler” of German amateur and club sports through stories with BILD DNA. Elaborate cross-media reportage series on the history of the club in 2019, which will be individually targeted digitally, nationally in print and in specific target groups in certain regions. Interviews, portraits and background stories of real protagonists of German amateur sports as well as the stars of the U21 national team. Continuous identification of background and winning stories that ensure the “background noise” for the joint campaign as well as targeted integrations of the Facebook group launched by Coca-Cola as part of the campaign.

THE SOLUTION

An emotional opening story communicates the most relevant values of Coca-Cola in the context of the club’s history 3.0 in an authentic way and becomes the “Talk of Nation” through the strongest BILD channels: as a native headline next to the top news of the day on BILD stationary and mobile, on social media and nationally as a full page in print. A subsequent series – individually targeted in specific regions, target group segments on social media and nationwide in print – entertains, informs and activates the target groups with exciting live stories from the world of club and amateur sports. All stories are bundled in an exclusive brand hub on BILD.de. Stories that move the whole of Germany. A final closing report shows all the sporting and emotional highlights of the campaign and builds a strong connection between Coca-Cola and the fans of the campaign.