Cheer-O-Meter
Coca-Cola Argentina
Issue 23 | June 2012
Agency
Ogilvy Argentina
Creative Team
General Creative Directors: Javier Mentasti, Maximiliano Maddalena; General Creative Director, Ogilvy Action: Silvio Panizza; Creative Directors: Rodrigo Isaia, Alejandro Garone
Production Team
Production Director: Valeria Pinto (Parson); Producers: Gaston Sueiro, Federico Faralla; Production Company: Awards Cine; Director: MatÃas Goldberg
Other Credits
Account team: Karina Aiello, Barbara Storey; Clients: Diego Luis, Cristian Castellani, Alejandro Bacigalupo
Date
2012
Background
In the Copa America football championships, Argentina was about to play Colombia. Coca-Cola wanted to be a part of the moment.
Idea
A giant screen was set up in downtown Buenos Aires to show fans the game. However, there was a catch. Sound sensors were installed and the moment fans stopped cheering, the TV picture began to fade.
Fans had to keep supporting their team or they couldn't watch the game. Simple as that.
Results
1,500 people watched the match and all cheered loudly.
On average, 2,900 litres of Coca-Cola are drunk at every game.
The viral of the installation received 250,000+ YouTube views in its first week.
Our Thoughts
If rooting for your country's team in public, with fellow nationals, wasn't already enough to bring on serious group bonding, Coke went one better, requiring that they team-cheer. I suppose the room would have gone completely dark if the opposing team had been allowed to score, which is as it should be.