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罗杰 · 米拉
案例简介：我们的 2010 届世界杯™旅程实际上始于 2008年，当时可口可乐决定将 Santo 作为该品牌全球赞助活动的主要创意机构。 接下来的 12 个月是几次非洲之旅，包括客户团队 (全球品牌、设计、卓越创意、体育营销、南非和非洲团队) 和圣托。这些旅行使我们能够看到真正的非洲，而不是维基百科的非洲。我们获得了对他们生活方式的宝贵见解，最重要的是对我们的工作，他们对足球的态度。正如你将看到的，非洲人在球场内外的表达方式确实是独一无二的。这些见解成为可口可乐在 2010年世界杯赞助活动中的沟通策略和创造力的成分。 我们向你展示的两个电视广告，罗杰 · 米拉和奎斯特，只是一个完全整合的营销活动的一个方面，它将通过店内展示、包装、音乐接触消费者, 在世界 150 多个国家开展体验式和数字化项目。这些广告以庆祝主题和非洲的连接点为特色，是当前可口可乐全球营销活动 “开放快乐” 的延伸。"
罗杰 · 米拉
案例简介：Our 2010 FIFA World Cup™ journey ctually started in 2008 when Coca-Cola decided that Santo was to be the lead creative agency for the brand’s global sponsorship campaign. What followed over the following 12 months were several trips to Africa involving client teams (Global Brand, Design, Creative Excellence, Sports Marketing, South Africa and Africa teams) and Santo. These trips enabled us to see the real Africa, not the Wikipedia Africa. We gained valuable insights into their approach to life, and most importantly for our work, their approach to football.And as you will see, the way African’s express themselves on and off the field is truly unique.These insights became the ingredients for Coca-Cola’s communication strategy and creativity for their FIFA World Cup sponsorship campaign in 2010. The 2 TV spots we are presenting to you, Roger Milla and Quest, are just one aspect of a fully integrated marketing campaign that will reach consumers through in-store displays, packaging, music, experiential and digital programs in more than 150 countries around the world. The commercials, featuring a celebratory theme and connection points to Africa, are an extension of the current Coca-Cola global marketing campaign “Open Happiness.”
Roger Milla
案例简介：我们的 2010 届世界杯™旅程实际上始于 2008年，当时可口可乐决定将 Santo 作为该品牌全球赞助活动的主要创意机构。 接下来的 12 个月是几次非洲之旅，包括客户团队 (全球品牌、设计、卓越创意、体育营销、南非和非洲团队) 和圣托。这些旅行使我们能够看到真正的非洲，而不是维基百科的非洲。我们获得了对他们生活方式的宝贵见解，最重要的是对我们的工作，他们对足球的态度。正如你将看到的，非洲人在球场内外的表达方式确实是独一无二的。这些见解成为可口可乐在 2010年世界杯赞助活动中的沟通策略和创造力的成分。 我们向你展示的两个电视广告，罗杰 · 米拉和奎斯特，只是一个完全整合的营销活动的一个方面，它将通过店内展示、包装、音乐接触消费者, 在世界 150 多个国家开展体验式和数字化项目。这些广告以庆祝主题和非洲的连接点为特色，是当前可口可乐全球营销活动 “开放快乐” 的延伸。"
Roger Milla
案例简介：Our 2010 FIFA World Cup™ journey ctually started in 2008 when Coca-Cola decided that Santo was to be the lead creative agency for the brand’s global sponsorship campaign. What followed over the following 12 months were several trips to Africa involving client teams (Global Brand, Design, Creative Excellence, Sports Marketing, South Africa and Africa teams) and Santo. These trips enabled us to see the real Africa, not the Wikipedia Africa. We gained valuable insights into their approach to life, and most importantly for our work, their approach to football.And as you will see, the way African’s express themselves on and off the field is truly unique.These insights became the ingredients for Coca-Cola’s communication strategy and creativity for their FIFA World Cup sponsorship campaign in 2010. The 2 TV spots we are presenting to you, Roger Milla and Quest, are just one aspect of a fully integrated marketing campaign that will reach consumers through in-store displays, packaging, music, experiential and digital programs in more than 150 countries around the world. The commercials, featuring a celebratory theme and connection points to Africa, are an extension of the current Coca-Cola global marketing campaign “Open Happiness.”
罗杰 · 米拉
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Roger Milla
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