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排队的歌曲
案例简介：结果 在不花一分钱播种视频的情况下，在最初的 48 小时内，我们的新童谣有机地吸引了 280万多名埃及人。领先的音乐流媒体应用程序 Anghami 在其最流行的歌曲列表中展示了这首歌，并被他们的编辑选为头号热门。受欢迎的足球和体育网站在他们的平台和社交媒体渠道上分享了这首歌，他们都赞扬了这项倡议，因为它努力让球迷为即将到来的比赛做准备。这种影响足以引起该地区顶级营销和广告出版物的注意。 相关性 可口可乐通过音乐视频发起了一场关于超级国家足球赛事的运动。在即将到来的奥运会上，这不是一个典型的为国家加油的国歌，而是一个荒谬的国歌，这是一个尴尬的埃及男子打乒乓球时唱的童谣。一首被观看、重新观看、分享和重新分享的童谣，最终帮助整个国家记住团队的队伍。 战略 由于我们的直接竞争对手是非洲杯的主要赞助商之一，并且支持了国家队的几名明星球员，可口可乐需要劫持比赛而不提比赛。与我们的竞争对手不同，我们不能也不会有一场明星云集的比赛，有队长和球队最受欢迎的球员; 毕竟可口可乐庆祝球迷。与我们的竞争对手不同，我们不能炫耀我们的国家队球衣或非洲杯标志。我们甚至不能提到游戏。所以离开足球场，我们冒险，展示了我们所知道的，埃及球迷和他所有的怪癖。那些将帮助我们占据中心舞台的球迷用我们有趣的歌曲为他们的国家队欢呼; 我们向那些让我们再次自豪的球员致敬。 概要 2012年2月1日，赛义港体育场的一场比赛突然以血腥屠杀告终，这场屠杀将埃及球迷变成了受害者，将埃及国家体育足球变成了烈士。在接下来的 3 年里，埃及足球严格禁止现场观众观看任何比赛，失去了激情和球迷。我们国家队的表现开始直线下降，一代超级明星球员开始退休，把球队留给年轻而默默无闻的新手。今年，随着埃及局势的稳定，非洲国家杯即将到来，可口可乐的使命是重振这位埃及球迷的热情。我们的目标很明确。我们需要再次让埃及人对冠军感到兴奋，更重要的是向他们介绍他们的新国家队，再次为他们的胜利欢呼。 活动描述 让埃及人记住他们的团队和队伍的快速排队是我们面临的挑战，在竞争激烈的环境中，各行各业的每个品牌都在围绕冠军及其明星传达巨型信息。当其他人在足球运动员和赞助上花费数百万时，我们如何才能让我们的敬意脱颖而出？我们需要我们的音乐非常朗朗上口，如此朗朗上口，以至于每个男人、女人和是的孩子都可以拿起它。它需要像一首古老的童谣一样简单。事实上，就是这样。我们特意选择了一首所有埃及人长大后都会记住的标志性童谣，因为我们知道这将是让人们记住我们歌词的最简单方法，因此，团队排队。 执行 留着大胡子、对非洲杯国家队有更大梦想的男子汉在乒乓球馆唱了一首愚蠢的旧童谣。滑稽可笑，令人惊讶的简单，我们的音乐视频反映了埃及人与他们新团队的关系的讽刺状态。真正的埃及男人偏离了他们最喜欢的激情，足球, 当他们向我们解释谁是谁以及在球场上对这些球员的期望时，我们再次重新认识了新的队伍。这首歌在锦标赛开始前在网上发布，被全国的埃及人选为欢呼, 让我们的粉丝通过制作自己版本的歌曲、欺骗和评论来为游戏做出贡献。这首歌的影响贯穿了整个奥运会，为球队进入决赛和 fi 决赛欢呼。
排队的歌曲
案例简介：Outcome Without spending a dime on seeding the video, in the first 48 hours, our new nursery rhyme reached more than 2.8 million Egyptians ORGANICALLY. Leading music streaming app Anghami featured the song on its most trending list and was selected by their editors as a number one hit. Popular Football and sports sites shared the song on their platforms and social media channels, all praising the initiative for its effort to gear the fans up for the upcoming games. The impact was enough to catch the attention of top marketing and advertising publications in the region. Relevancy Coca-Cola launched a campaign about a mega national soccer event through a music video. Not a typical anthem rooting for the country in the upcoming games, but an absurd one, a nursery rhyme re-sung by awkward looking Egyptian men playing table tennis. A nursery rhyme that was watched, re-watched, shared and re-shared in the millions, ultimately, helping an entire nation memorize its team’s line up. Strategy With our direct competitor being one of the main sponsors of the African Cup and endorsing several of the national team’s star players, Coke needed to hijack the event without mentioning the event. Unlike our competitor, we couldn’t and wouldn’t have a star studded campaign with the captains and most popular players of the team; after all Coke celebrates the fan. Unlike our competitor, we couldn’t show off our national jerseys or the African Cup logo. We couldn’t even refer to the games. So away from the football field we ventured, featuring instead what we knew we had going for us, the Egyptian fan with all his quirks. The fans who were going to help us take center stage by cheering their national team with our fun song; our tribute to the players who would make us proud once again. Synopsis On February 1st, 2012, a match in Port Said Stadium ended abruptly in a bloody massacre that turned the Egyptian fan into a victim and Egypt’s national sport, football, into the martyr. With a strict ban on live audiences at any matches for the next 3 years, Egyptian football lost its passion and fans. Our national team’s performance started to plummet, and the generation of super star players began to retire, leaving the team to newbies who were young and unknown. This year with increased stability in the country and the African Cup of Nations around the corner, Coca-Cola is on a mission to revive the Egyptian fan’s passion. Our objective was clear. We needed to excite Egyptians about the championship once again and more importantly introduce them to their new national team, cheering them on to victory once again. CampaignDescription Getting Egyptians to memorize their team and its line up fast was the challenge we were facing, amidst a competitive landscape that would have every brand across industries communicating mega messages around the championship and its stars. How could we get our tribute to stand out while others were spending millions on footballers and sponsorships? We needed our music to be extremely catchy, so catchy that every man, woman and yes child could pick it up. It needed to be as easy as an old nursery rhyme. In fact, it was just that. We purposely chose an iconic nursery rhyme that all Egyptians grew up memorizing, knowing that this would be the easiest way to get people to remember our lyrics, and accordingly, the team line up. Execution Manly men with big mustaches and bigger dreams for their national team in the African Cup sing a silly old nursery rhyme in table tennis hall. Comically absurd, and surprisingly simple, our music video reflected the ironic state of Egyptians’ relationship with their new team. Real, Egyptian men who had strayed away from their most loved passion, football, were once again getting reacquainted with the new team line up as they explained to the rest of us who was who and what to expect from these players on the field. Launched online right before the championship began, the song was picked up as THE cheer of choice by Egyptians across the nation, allowing our fans to contribute to the games by making their own versions of the songs, spoofs and commentaries. The song's impact was felt throughout the games, cheering the team on to the finals, fi fi finals.
The Line Up Song
案例简介：结果 在不花一分钱播种视频的情况下，在最初的 48 小时内，我们的新童谣有机地吸引了 280万多名埃及人。领先的音乐流媒体应用程序 Anghami 在其最流行的歌曲列表中展示了这首歌，并被他们的编辑选为头号热门。受欢迎的足球和体育网站在他们的平台和社交媒体渠道上分享了这首歌，他们都赞扬了这项倡议，因为它努力让球迷为即将到来的比赛做准备。这种影响足以引起该地区顶级营销和广告出版物的注意。 相关性 可口可乐通过音乐视频发起了一场关于超级国家足球赛事的运动。在即将到来的奥运会上，这不是一个典型的为国家加油的国歌，而是一个荒谬的国歌，这是一个尴尬的埃及男子打乒乓球时唱的童谣。一首被观看、重新观看、分享和重新分享的童谣，最终帮助整个国家记住团队的队伍。 战略 由于我们的直接竞争对手是非洲杯的主要赞助商之一，并且支持了国家队的几名明星球员，可口可乐需要劫持比赛而不提比赛。与我们的竞争对手不同，我们不能也不会有一场明星云集的比赛，有队长和球队最受欢迎的球员; 毕竟可口可乐庆祝球迷。与我们的竞争对手不同，我们不能炫耀我们的国家队球衣或非洲杯标志。我们甚至不能提到游戏。所以离开足球场，我们冒险，展示了我们所知道的，埃及球迷和他所有的怪癖。那些将帮助我们占据中心舞台的球迷用我们有趣的歌曲为他们的国家队欢呼; 我们向那些让我们再次自豪的球员致敬。 概要 2012年2月1日，赛义港体育场的一场比赛突然以血腥屠杀告终，这场屠杀将埃及球迷变成了受害者，将埃及国家体育足球变成了烈士。在接下来的 3 年里，埃及足球严格禁止现场观众观看任何比赛，失去了激情和球迷。我们国家队的表现开始直线下降，一代超级明星球员开始退休，把球队留给年轻而默默无闻的新手。今年，随着埃及局势的稳定，非洲国家杯即将到来，可口可乐的使命是重振这位埃及球迷的热情。我们的目标很明确。我们需要再次让埃及人对冠军感到兴奋，更重要的是向他们介绍他们的新国家队，再次为他们的胜利欢呼。 活动描述 让埃及人记住他们的团队和队伍的快速排队是我们面临的挑战，在竞争激烈的环境中，各行各业的每个品牌都在围绕冠军及其明星传达巨型信息。当其他人在足球运动员和赞助上花费数百万时，我们如何才能让我们的敬意脱颖而出？我们需要我们的音乐非常朗朗上口，如此朗朗上口，以至于每个男人、女人和是的孩子都可以拿起它。它需要像一首古老的童谣一样简单。事实上，就是这样。我们特意选择了一首所有埃及人长大后都会记住的标志性童谣，因为我们知道这将是让人们记住我们歌词的最简单方法，因此，团队排队。 执行 留着大胡子、对非洲杯国家队有更大梦想的男子汉在乒乓球馆唱了一首愚蠢的旧童谣。滑稽可笑，令人惊讶的简单，我们的音乐视频反映了埃及人与他们新团队的关系的讽刺状态。真正的埃及男人偏离了他们最喜欢的激情，足球, 当他们向我们解释谁是谁以及在球场上对这些球员的期望时，我们再次重新认识了新的队伍。这首歌在锦标赛开始前在网上发布，被全国的埃及人选为欢呼, 让我们的粉丝通过制作自己版本的歌曲、欺骗和评论来为游戏做出贡献。这首歌的影响贯穿了整个奥运会，为球队进入决赛和 fi 决赛欢呼。
The Line Up Song
案例简介：Outcome Without spending a dime on seeding the video, in the first 48 hours, our new nursery rhyme reached more than 2.8 million Egyptians ORGANICALLY. Leading music streaming app Anghami featured the song on its most trending list and was selected by their editors as a number one hit. Popular Football and sports sites shared the song on their platforms and social media channels, all praising the initiative for its effort to gear the fans up for the upcoming games. The impact was enough to catch the attention of top marketing and advertising publications in the region. Relevancy Coca-Cola launched a campaign about a mega national soccer event through a music video. Not a typical anthem rooting for the country in the upcoming games, but an absurd one, a nursery rhyme re-sung by awkward looking Egyptian men playing table tennis. A nursery rhyme that was watched, re-watched, shared and re-shared in the millions, ultimately, helping an entire nation memorize its team’s line up. Strategy With our direct competitor being one of the main sponsors of the African Cup and endorsing several of the national team’s star players, Coke needed to hijack the event without mentioning the event. Unlike our competitor, we couldn’t and wouldn’t have a star studded campaign with the captains and most popular players of the team; after all Coke celebrates the fan. Unlike our competitor, we couldn’t show off our national jerseys or the African Cup logo. We couldn’t even refer to the games. So away from the football field we ventured, featuring instead what we knew we had going for us, the Egyptian fan with all his quirks. The fans who were going to help us take center stage by cheering their national team with our fun song; our tribute to the players who would make us proud once again. Synopsis On February 1st, 2012, a match in Port Said Stadium ended abruptly in a bloody massacre that turned the Egyptian fan into a victim and Egypt’s national sport, football, into the martyr. With a strict ban on live audiences at any matches for the next 3 years, Egyptian football lost its passion and fans. Our national team’s performance started to plummet, and the generation of super star players began to retire, leaving the team to newbies who were young and unknown. This year with increased stability in the country and the African Cup of Nations around the corner, Coca-Cola is on a mission to revive the Egyptian fan’s passion. Our objective was clear. We needed to excite Egyptians about the championship once again and more importantly introduce them to their new national team, cheering them on to victory once again. CampaignDescription Getting Egyptians to memorize their team and its line up fast was the challenge we were facing, amidst a competitive landscape that would have every brand across industries communicating mega messages around the championship and its stars. How could we get our tribute to stand out while others were spending millions on footballers and sponsorships? We needed our music to be extremely catchy, so catchy that every man, woman and yes child could pick it up. It needed to be as easy as an old nursery rhyme. In fact, it was just that. We purposely chose an iconic nursery rhyme that all Egyptians grew up memorizing, knowing that this would be the easiest way to get people to remember our lyrics, and accordingly, the team line up. Execution Manly men with big mustaches and bigger dreams for their national team in the African Cup sing a silly old nursery rhyme in table tennis hall. Comically absurd, and surprisingly simple, our music video reflected the ironic state of Egyptians’ relationship with their new team. Real, Egyptian men who had strayed away from their most loved passion, football, were once again getting reacquainted with the new team line up as they explained to the rest of us who was who and what to expect from these players on the field. Launched online right before the championship began, the song was picked up as THE cheer of choice by Egyptians across the nation, allowing our fans to contribute to the games by making their own versions of the songs, spoofs and commentaries. The song's impact was felt throughout the games, cheering the team on to the finals, fi fi finals.
排队的歌曲
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The Line Up Song
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