The FIFA World Cup TROPHY Tour by Coca-Cola was organized by the Coca-Cola Company and FIFA. The FIFA World Cup trophy travelled around the world and provided the opportunity for people to take a close look at it. Towards the 2010 World Cup in South Africa, the trophy left the head office of FIFA in Switzerland on September 21st of 2009. Until May 4th, 2010 when the trophy arrived in South Africa, it had travelled around 89 cities in 86 countries for 225 days, over 9 months. It came to Japan on April 24th of 2010. We provided various opportunities for people to see the trophy at events and media caravans.
What we did
We defined a 7 months strategy with ongoing communication activities building high expectations for the arrival of the trophy, in order to maximize media impact at the arrival. We also organized several promotional events and media caravan during the time when the trophy stayed in Japan. We appointed Hidetoshi Nakata as an ambassador and did PR activities with the support of the South African embassy in Japan. When the trophy arrived in Japan, we invited 300 media people at the runaway of the Haneda Airport to attend the trophy arrival ceremony. Also, we arranged a special concert of K’NAAN&AI to sing the official song at an event in Harajuku and a public viewing. We carried out a total of 11 events and media caravan with the trophy, in 4 days. As a result, we got a total of 220 media appearances contributing to increase the awareness of the tour and the brand value. We received a high evaluation for the Trophy Tour communication activities from all over the world.