After announcing the company’s strategic plans to go from creative excellence to content excellence in 2011, it comes as no surprise that on April 1st the company announced their largest marketing campaign of all time under the inclusive theme, “The World’s Cup”.
With this new and inspiring campaign Coca-Cola is inviting everyone to take part in this year’s FIFA World Cup in Brazil using short documentary-style videos.
Storytelling on an epic scale
Acting as the centrepiece of the campaign, this video called “One World, One Game” features young football fans from Japan, Eastern Europe, the Amazon, and Palestine who each get a once-in-a-lifetime opportunity to visit Rio de Janeiro to be part of the historic celebration. These devoted soccer fans will return to the stadium to carry their national team flags once the games kick off in June:
In an extension of their “Where Will Happiness Strike Next?” platform, Coca-Cola released a whole series of videos featuring soccer fans overcoming major obstacles in inspiring situations. Coke toured the world and brought the World Cup trophy to the biggest soccer fans they could find. More importantly, however, they told the fans’ stories with an emotional medium.
According to Jay Moye, Senior Writer at Coca-Cola, “the stories show how – even in times of tension and hardship – football can unite people from all corners of the globe, regardless of background, religion, gender or race. For some, their beloved sport gives them the strength to continue in the face of a disaster. For others, it provides a simple source of joy. In every case, the sport brings a community closer together.”
How’s that for emotional storytelling, hey?
Here’s a heart-warming short from South Africa featuring the ‘Granny’s Grannies’ playing football to stay active and form a strong community:
Aren’t they awesome?
Here’s another showcasing the story of Victor Dell’ Aquila, an Argentinian football fan who lost both of his arms, but remained devoted to the sport. As the video showcases, he was the fan who ran onto the pitch to hug Daniel Passarella and Ubaldo Fillol in the famous picture The Soul Embrace, or the “El Abraza Del Alma”.
You can watch the entire playlist of videos here.
What Marketers can Learn
Not a wild departure from their overarching themes of inclusion and happiness, these World Cup shorts are not unlike the infamous 1971 commercial “I’d Like to Teach the World to Sing“, or even the other videos in the happiness batch, like the “happiness machine” as seen below.
Although the new campaign is certainly on a different scale, in that the brand tells more emotional stories from all over the world, there’s something to be said for Coca-Cola’s adhesion to themes. There’s no doubt about it, all of Coke’s videos sell bigger stories. Their marketing sells you happiness, plain and simple.
You’ll also notice that the brand videos almost always showcases large groups of people in their ads. In other words, they also subtly sell you the concept of community.
When creating your own brand message with video, first consider the emotions you want tied to your brand and then develop your stories.
Coca-Cola wants to tug at our heartstrings with community, happiness, and nostalgia (those Christmas polar bears do a great job of this). So they create videos that show rather than tell you about groups of people, fun surprises, the power of music for bringing community together, and stories of inclusion.
Overall, Coca-Cola’s marketing has always been impressive, but they’re really raising the content bar in using video to tell even larger stories and offer new value to their audience. With an entire section of their website devoted to ‘stories’, it won’t be long until all brands start striving for this video content excellence.
While Coke could rely on the fact that they’re a giant and sell crazy amounts of product, instead they’re using video to evoke positive emotions and connect with you on a whole other level.
Think about how your brand can do the very same.