We wanted to make sure that no Portuguese was left behind and show that Coca-Cola could bring together the whole country in a shared moment of happiness. This was especially important since the 2014 World Cup was knocking at the door, a great opportunity to celebrate together.
That is why we reached out the most remote corner of Portugal: the island of Corvo, located smack in the middle of the Atlantic and with only 398 inhabitants. Although Corvo is very far away from the center of Portugal, it is actually one of the points in Portugal closest to Brazil, host of the 2014 World Cup.
We got the names of all of the 398 inhabitants, produced the personalized and invited Azorean football legend Pauleta to come with us to Corvo. He personally delivered a personalized can to each of the locals and organized the first non-official football match on the island.
Besides the online communication of this event and the PR coverage, the idea resulted in a TV campaign also filmed on the same day with Pauleta on Corvo.
The campaign generated a huge amount of buzz and PR (over €500.000 of free media) due to its authenticity and creativity.