Kicks-Off
View the case- Brand
- Coca-Cola
- Year
- 2018
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Racing & Sports
- Platform
- Installation
- Agency
- MediaCom / Grand Visual
Objective
Coca-Cola Switzerland wanted its FIFA World Cup 2018 sponsorship to feel like a moment with the national team, not just a logo on a banner. The brief, from Coca-Cola Switzerland's Robert Perze, was to put fans in a proper football mood right as the tournament kicked off — so the activation went up in Zurich's main train station, the highest-traffic spot the brand could find.
Solution
Walking through Zurich Hauptbahnhof, passersby found themselves life-size on a giant digital screen next to Switzerland striker Xherdan Shaqiri — no app, no sign-up, just stepping into the frame. Shaqiri ran through a few tricks first, then waved the player over for a head-to-head: a quick exchange of passes, feints, and shots on goal. The session ended with a photo alongside Shaqiri, which players could claim by leaving their contact details, entering them into a draw for an official World Cup match ball. Coca-Cola brand ambassadors worked the crowd around the screen, handing out drinks to onlookers. The activation ran on two separate days a week apart.
Results
Over 1,000 interactions across two activation days, a week apart, at Zurich's main train station.
- 1
In the main hall of Zurich's central train station, a passer-by steps into a marked play area in front of a large digital out-of-home screen, where Coca-Cola brand ambassadors are sampling the drink.
- 2
On screen the player appears live alongside a full-length virtual Xherdan Shaqiri, composited in real time from green-screen footage, standing next to their own on-screen image.
- 3
Shaqiri opens with a short solo display of tricks and ball skills while the player watches, then waves the player in to take shots against him.
- 4
The player faces off against Shaqiri on screen, exchanging passes, attempting tricks, and taking shots at goal, with the player's live movements composited into the same shot as the pre-recorded footage.
- 5
The session ends with a posed photo of the player and Shaqiri together in frame.
- 6
The player enters contact details to receive a copy of the photo and enter a draw for an official FIFA World Cup match ball.
- 7
A companion mobile app lets the player share the photo on social media.
