In "The Line-Up Song," Coca-Cola modernised a nursery rhyme to help Egyptians learn the names of players on its national soccer team just ahead of the African Cup of Nations.
Case study summary
• Coca Cola creates buzz in Egypt with song ad
• Centres on huge Football derby between top Egypt club teams
• Facebook advert views reached 1.5K in an hour
The challenge
Coca Cola focus on the football approach again in the Egyptian market advertising strategy as the brand decide to rethink their approach to sports partnerships and mix the national uprising spirit in Egypt to support the national team again specially after it become so close to be qualified to 2018 FIFA World Cup in Russia.
After almost six years of absence from any competitions, most Egyptian people did not know their own national football team. Days before the African Cup of Nations, Coca-Cola decided to help fans get familiar with the new line-up, earning the brand plenty of publicity on the process.
The solution
A few hours before Ahly and Zamalek Egyptian famous derby the two most successful clubs in Egypt and Africa, also known as the Egyptian Clasico, Coca Cola Egypt launched an ad using the nostalgic Italian Nella Vecchia Fattoria melody which made in Arabic lyrics by Mohamed Tharwat titled “Gedo Ali”.
The advert featured a suggested team formation for the Egyptian national football team which the song lyrics matching the players names while leaving the final word for Hector Cooper the former Argentine footballer and current manager who manages the Egyptian national football team.
The results
On Facebook the advert views reached 1.5K in an hour which quickly become 451K views in 5hrs.
