Coca-Cola says the activity aims to give consumers up-to-the-minute football results and updates as they pass through the capital, and will build on the brand’s “What’s Your Celebration” World Cup campaign.
The experiential activity is the first work to be run out of the NWEN region, which was created by Coca-Cola following a pan-European restructure.
It follows the departure of GB marketing director Cathryn Sleight, who opted to leave the business. Marketing has now moved into the NWEN region, comprising Great Britain, Ireland, France, Belgium, Netherlands, Luxemburg, Denmark, Sweden, Finland, Norway and Iceland.
The animated sign will display personalised messages calling for people in London’s Piccadilly Circus to perform live dramatisations of their unique goal celebrations on a pop-up Astroturf pitch.
Films of those who join in the celebration will then be displayed up in lights on the iconic sign. The activity has been created by design agency Sedley Place, and will run through all the final four games until the competition’s final showdown on 11 July
Nick Robinson, MyCoke director for NWEN, says: “We’re delighted to be bringing the ‘What’s Your Celebration’ message to the world famous Coca-Cola Piccadilly Sign, revealing the first interactive activity of its kind and creating a direct dialogue with the public. The activity plays on people’s passion and energy, bringing the anticipation and celebration surrounding the tournament from the pitches of South Africa to the streets of London.”
Robinson, formerly brand director for sparkling beverages for Coca-Cola GB, moved to the pan-market role having led the GB MyCoke brand team since joining from Diageo in 2009. The shake up also sees Sanjay Guha, Coca-Cola GB president, named as marketing and Olympics director for NWEN. President of the Northwest Europe and Nordics business unit James Quincey remains in place and all new staff will report to him.
A series of NWEN senior marketing roles have also been confirmed, including Philippa Classey assuming the role of glaceau business manager, and Michel Gotlib appointed as integrated marketing communications director. Classey and Robinson will be based in the UK, while Gotlib will be based in France.
Coca-Cola says a company wide consultation on other NWEN roles is still ongoing.
- See Coca-Cola’s former marketing director Cathryn Sleight talking at Marketing Week Live! click here