28 February, 2020 - 08:17
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 drinks marketing partners on the continent including FCB, Isobar, Dentsu, Ogilvy Nigeria, Town Criers and R&B Public Relations.
The companys IMC Director, Monali Shah, tasked FCB to engage the myriad EPL fans in Nigeria in a refreshing and unexpected manner to ensure theyd offer Coca-Cola a seat at their table during this years season.
In Nigeria, football is not just a game, it is a way of life, she said. The 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.
The 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, she explained.
After visiting Nigeria to uncover consumer insights first hand, Banter Better with Coca-Cola was conceived and fine-tuned.
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.
The TVC driving the campaign was created by FCBs team of Executive Creative Director Suhana Gordhan, Copywriter Mbeu Snooze Kambuwa and Art Director Jonathan Wolberg with collaboration from Designers Liana Liebenberg and Thabang Lehobye.
You can view it here: https://www.youtube.com/watch?v=JV4GRYMr8Kc
According to Gordhan, the insights informing the creative approach are grounded in West African fans special relationship with the leagues clubs.
The key difference between a West African fans relationship with the club he or she supports and that of a fan in the UK is choice. In the UK, you dont 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, theres an aggressive, territorial undertone to football banter and discussions.
By 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 - a passion point. Whats 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 weekends battles on the pitch.
And yeah, while what happens on the pitch is fair banter fodder, thats where the battle stays ... on the pitch, she quipped.
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.
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 Snooze 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
Embedded video for Coca-Cola leverages its English Premier League sponsorship in Nigeria with a campaign from FCB
Commercials
Africa South Africa
Most recent headlines
04/08/2024
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet, a leading technology and service provider for media-rich organizations, a...
04/05/2024
NEW YORK As the Asian Pacific American Heritage Month kicks off in May, Nielsen has released an extensive new report diving into their media habits with data sh...
04/05/2024
PHILADELPHIA As National Military Appreciation Month gets underway, Comcast has announced several new initiatives to help veterans, service members, and their f...
04/05/2024
WASHINGTON, D.C. Federal Communications Commission chairwoman Jessica Rosenworcel has announced a tentative agenda for the May Open Commission Meeting scheduled...
04/05/2024
The Broadband Forum has announced major enhancements to key 5G convergence standards that the group said will help advance next-generation applications, improve...
04/05/2024
Spotify Wrapped Campaign Spot Graded With DaVinci Resolve Studio
Brie Clayton May 3, 2024
0 Comments
Blackmagic Design today announced that Colorist M...
04/05/2024
Three Boston Conservatory at Berklee Alums Nominated for Tony Awards An additional eight alums and two current students performed in nominated productions.
...
03/05/2024
An innovative learning tool to help media and civil society better understand ho...
03/05/2024
PARK CITY, UTAH - JANUARY 21: (L-R) Actors K stutis Cic nas and Greta Grinevi i t , Director Marija Kavtaradze and Producer Marija Razgute attend the 2023 Sunda...
03/05/2024
If you aren't familiar with Danny Ocean's music, it's only a matter ...
03/05/2024
Spotify has an unwavering commitment to supporting emerging artists across all genres, to helping them launch and thrive in their careers, and to connecting the...
03/05/2024
Como uno de los sonidos de mayor expansi n en el mundo, la M sica Mexicana va m ...
03/05/2024
As one of the fastest-growing sounds worldwide, M sica Mexicana is more than jus...
03/05/2024
NEW YORK FuboTV reported that it lost 110,000 subs in Q1 2024 but it exceeded its guidance for the quarter with double digit year-over-year increases across key...
03/05/2024
Only 3 Weeks Left To Enter The Creative Industries Most Award
Brie Clayton May 3, 2024
0 Comments
Creativepool is giving a last call to the creative i...
03/05/2024
WePlay Studios Transforms the Future of Live Event Storytelling with AJA Gear
Brie Clayton May 3, 2024
0 Comments
By 2032, the esports market is expec...
03/05/2024
WASHINGTON Shannon Bream, Fox News Sunday anchor and chief legal correspondent, sat for a keynote chat at The Business of TV News, with Tom Umstead, senior co...
03/05/2024
WASHINGTON Asked how important is local news, Martha Raddatz, who has covered foreign conflicts for decades and moderated presidential debates for ABC News, s...
03/05/2024
Sony Pictures and Apollo Global Management have made a $26 billion cash offer fo...
03/05/2024
CBS announced its 2024-2025 primetime schedule, which features the new dramas NCIS: Origins, Matlock and Watson, and new comedies Poppa's House and Georgie ...
03/05/2024
Sports-focused streaming service Fubo said it reduced its red ink in the first quarter, despite losing 110,000 subscribers since the end of the year....
03/05/2024
Walmart is reportedly about to release a new 4K streaming box/smart speaker hybrid device for Google TV that could retail for as low as $50, according to a repo...
03/05/2024
Enhancements to its Delivery Workspace solution provide increased content delivery robustness and security
By Matthew Corrigan
Published: May 3, 2024
Enha...
03/05/2024
According to reports, if the bid is successful, Sony would be the significant majority shareholder of the new private company
By Jenny Priestley
Published: M...
03/05/2024
Located in Manchesters Spinningfields district, the course aims to equip students with the skills, knowledge and industry insight for a career in the creative s...
03/05/2024
Lightbridge has created a new Cine Reflect Lighting System kit, dedicated to enabling artistic lighting with consideration of today's productivity practical...
03/05/2024
Broadcast media systems integrator BeckTV and Lawo worked together on a large-scale AES67 build of radio control rooms at KPBS, San Diego's NPR and PBS memb...
03/05/2024
Raleigh, NC, April 12, 2024 SmallHD announces PageOS 6, a powerful software update free for owners of SmallHD monitors, featuring increased functionality, exp...
03/05/2024
SmallHD announces the Quantum 32 a new 31.5 OLED monitor designed to provide reference HDR/SDR images for post-production final color grading, as well as cri...
03/05/2024
By 2032, the esports market is expected to grow to $9.29 billion, bolstered by a global player count and fan following that both continue to climb. The 2023 Lea...
03/05/2024
Amagi, the global leader in cloud-based SaaS technology for broadcast and connected TV (CTV), today announced that the 11th edition of the Amagi Global FAST Rep...
03/05/2024
Riedel Communications today announced that Westdeutscher Rundfunk (WDR) is relying on a media and intercom network based on Riedel technology for the renewal of...
03/05/2024
Broadpeak , a leading provider of content delivery network (CDN) and video streaming solutions for content providers and pay-TV operators worldwide, announced t...
03/05/2024
Media technology innovator Limecraft will exhibit the latest updates to its online platform on stand G79 at the 15-16 May 2024 Media Production & Technology Sho...
03/05/2024
Audio interface specialist Prism Sound is partnering with console manufacturer Solid State Logic, professional monitor manufacturer PMC and acoustic panel and d...
03/05/2024
Intinor, Sweden's leading developer of products and solutions for high-quality video over the internet, is set to join forces with its UK partner Zest Techn...
03/05/2024
NAKIVO Inc., a fast-growing software company dedicated to protecting physical, virtual, cloud, and SaaS environments, announced its Q1 2024 financial results to...
03/05/2024
Hiltron Communications announces an addition to its range of satellite communication products and systems: a field-upgradable motorisation kit specifically desi...
03/05/2024
Visit LiveU at Stand D30
With this year an exceptional one for major sporting events alongside multiple, key elections, the power and flexibility of LiveU'...
03/05/2024
Agile Content, the leader in the development of technology and solutions for the provision of television services over the Internet, announces Koldo Unanue as i...
03/05/2024
Eight co-signers representing streaming services, pay TV operators and public interest groups have sent a letter to Congressional leaders urging their Committee...
03/05/2024
BOSTON Brightcove has announced that it has implemented Amazon Q Business, a new generative AI assistant on Amazon Web Services (AWS)....
03/05/2024
NEW YORK CBS has declared that it will finish the 2023-24 season as Americas Most-Watched Network in primetime for the 16th consecutive season....
03/05/2024
A new survey indicates that U.S. businesses and consumers had an overall positive attitude towards their technology spending plans in the first quarter of 2024,...
03/05/2024
Sony and Apollo Global Management have sent an offer letter to Paramount Global's board of directors making an $26 billion all cash offer for Paramount Glob...
03/05/2024
EMG / Gravity Media has appointed Charlie Cubbon chief operating officer (COO) and Jamie Hindhaugh regional CEO for the U.K., U.S., Australia and the Middle Eas...
03/05/2024
Final 2024 Season Games to Air Saturdays on WRAL at 10:30am in May, Championship on June 1
Taping for the final episodes of the 2024 season of WRAL-TV's Br...
03/05/2024
Estrella MediaCo said it is expanding its connected TV portfolio by launching three new channels with Curiosity that will first appear on Samsung TV Plus....
28 February, 2020 - 08:17 
