FP7/Cairo, part of McCann Worldgroup, has won the WARC Awards’ Grand Prix in the Effective Content Strategy category, rewarding branded content strategies that can demonstrate a business outcome, for its Coca-Cola campaign ‘Hijacking the African Cup’.
Working on a variety of fronts, online and on the ground, Coca-Cola used an imaginative integrated campaign, hijacking the African Cup of Nations in Egypt without being the official sponsor and managing to outshine its competition on all awareness and brand parameters.
The Grand Prix-winning campaign also won the Best Multiplatform special award for a content strategy that has successfully used a range of different communication channels.
Commenting on the Grand Prix winner, jury member Nick Kendall, Founding Partner of media broker Electric Glue, said: “Saliency is so important to Coke and that’s what they achieved – mental presence. They placed themselves on the fans’ side and, most importantly, in their songs and therefore in their hearts.”
Check out all the winners here.
