The 2010 World Cup enabled The MediaShop to drive an innovative and successful campaign for Coca-Cola’s Powerade sports drink brand.

Accolades for this media strategy were bestowed on the agency when the Coca-Cola Company awarded The MediaShop with its Eurasia Africa Group Media Productivity Innovation Award. The agency beat 16 other countries to claim the title.

Virginia Hollis, Managing Director of The MediaShop Sandton says, “We had to capture the imagination of, and up the engagement with Powerade’s target market reinforcing its ‘The Chosen One campaign during the tournament. As this award proves, we achieved the set objectives ensuring Powerade’s message reached its target market.”

“Because of the innovative nature of this campaign we were able to negotiate media space across all visual spectrums. In so doing, we increased the overall productivity, resulting in a return on investment of 8:1. Our campaign was spread over a number of media channels simultaneously incorporating events both on and off the field. All elements linked Powerade to the beautiful game of football.”

This award was given as recognition to the market which made the most innovative effort to improve marketing productivity through one, or a mix of, initiatives focused on driving both efficiency and effectiveness of the marketing investment.

The MediaShop utilised a range of elements incorporating broadcast, print, retail, photo syndication, digital and PR to reinforce the overall message.

Independent coverage across all visual media forms ensured free credible exposure for The MediaShop on behalf of Powerade. The exposure included a combination of players seen drinking Powerade during matches along with sponsored events at the stadia and in-studio visuals before, during and after each game. The MediaShop also ensured a link up of Powerade with various coaching clinics and the football academy taking place during this time.

Says Virginia, “Photo syndication was used to great effect, as the photographs of players drinking Powerade appeared as editorial shots. It was all about building brand credibility using the world’s best soccer players as opinion leaders. Along with this we also captured the attention of the viewing audience by owning and branding high impact moments with slow motion replays during matches.”

“I would like to congratulate the whole team working on this campaign because this award shows our innovation within the market place in ensuring all our media elements can synergise and maximise a return on investment for our clients.”

Media used to great effect in this campaign included Supersport, the SABC, Independent Newspapers and AVUSA platforms.

Leana Less, The Coca-Cola Company, Media Director, Eurasia Africa Group said “Originally these were only productivity awards – however we have slightly evolved – to not just look at productivity efforts – but to reward our agencies and media managers for excellence in effective and efficient Connection Planning.”