Overview

The “Coca-Cola FIFA World Cup Trophy Tour,” co-sponsored by The Coca-Cola Company and the Fédération Internationale de Football Association (FIFA), is an event in which the FIFA World Cup trophy travels around the world, allowing people in each country to experience the value of the one and only trophy in the world.

For the 2010 South Africa tournament, the tour started in Zurich, Switzerland, where FIFA headquarters is located, on September 21, 2009 (Monday), and traveled to 86 countries and 89 cities around the world over 225 days and more than 9 months until it arrived in South Africa, the host country, on May 4, 2010 (Tuesday). The scale of the tour exceeded 134,017 kilometers, more than three times around the Earth. In Japan, it was held on April 24 (Saturday) and 25 (Sunday), 2010. From the arrival to the departure to the next country, various events and media caravans were held to create opportunities for many people to experience the World Cup trophy.

Activities

We developed and implemented a continuous communication strategy and event plan for seven months, including building anticipation for the trophy’s arrival in Japan, maximizing media impact upon arrival, and conducting various event promotions and media caravans during its stay.

We welcomed Hidetoshi Nakata as an ambassador and conducted pre-PR activities with the cooperation of the South African Embassy in Japan. When the trophy arrived, we invited 300 members of the media to the runway at Haneda Airport to hold a trophy arrival ceremony. In addition, we held 11 events of various sizes over four days, including a special live performance by the artist “K’NAAN & AI,” who sang the official song in Harajuku, and a public viewing of the trophy, as well as a media caravan carrying the trophy around. As a result, we gained exposure in a total of 220 media outlets, contributing to the expansion of awareness of the tour and the improvement of the Coca-Cola brand value, and received top-level evaluations among the trophy tour communication measures in various countries around the world.