Coca-Cola Olympic Torch Relay
Havas Sport & Entertainment was appointed to design, build and activate Coke's London 2012 Olympic Torch Relay (OTR) programme. With a focus on teenagers, the task was to create a highly relevant nomination campaign to amplify the global creative platform of ‘Move to the Beat’. We also had to spread Coke’s ‘open happiness’ message to the UK population to drive brand equity by utilising OTR created assets.
What we did
We created, built, staffed and managed the Coca-Cola Torch Relay convoy and team over 70 days and 8,000 miles across the UK, cheered by 15 million people and supporting the 1,300 Coca-Cola Future Flames selected as Torchbearers.
Along the torch relay route, we connected with 95% of the UK population delivering more than 1.25 million perfectly served Coca-Cola samples.
As part of the activation, 19 music artists performed across 66 nights. 200,000 people attended four Coca-Cola City Celebrations, with the artist content we created shared online and viewed by more than 4 million people. 80,000 attended the London Hyde Park Finale, presented by Coca-Cola.
The campaign generated 1,300+ pieces of media coverage ahead of and during the OTR with an OTS of over 650 million. 79,000+ photos of consumers with the Torch were shared with over 1.8 million facebook impressions.
As a result, Sponsorship awareness reached 98% (IMI research).