Overview
Turning a World Cup promotion into cross-screen results and actionable creative insight.
The world’s most iconic brand at the World Cup.
Coca-Cola is the most recognised beverage brand on the planet and one of the longest-standing partners of the FIFA World Cup™. As the 2026 tournament approached, Coca-Cola Brazil set out to turn global excitement into local participation.
Its national promotion, “Concorra à sua vaga no jogo” (“Win your spot at the game”), invited fans to win a trip to the World Cup with a friend, alongside thousands of instant prizes from official match balls to R$100 vouchers and R$5,000 in cash. For a campaign of this scale and visibility, reach alone was never going to define success. Coca-Cola wanted to know how the work performed creatively — screen by screen, message by message.
THE CHALLENGE
Beyond delivery, turning attention into action.
Coca-Cola’s campaign aimed to go beyond media delivery by understanding how different creative elements could influence message clarity, audience interaction, and overall effectiveness across screens from living-room Connected TV to mobile and desktop video.
The core challenge was not only to reach the right audience, but to identify which creative choices from CTA wording to QR Code placement could better transform attention into action. A 15-second spot has one chance to make a viewer reach for their phone; the brief was to learn exactly what makes them do it.
THE STRATEGY
A cross-device build, powered by Semantic Hero AI.
ShowHeroes activated a cross-device strategy combining Connected TV and online video (OLV), powered by Semantic Hero AI to place the campaign in highly relevant, brand-safe environments sports and entertainment contexts matched to Gen Y and Z heavy streamers across premium publishers such as veja.abril.com.br and terra.com.br.
To complement raw media performance, ShowHeroes layered in a creative diagnostic framework, purpose-built to measure four things that delivery metrics alone can never reveal: message comprehension, CTA effectiveness, QR Code perception, and engagement potential.
THE CREATIVE DIAGNOSTIC
Three ads tested. One clear winner.
Three distinct creative routes were placed under the same lens — each with a different promise, mechanic and call to action. Across the full panel, the campaign scored strongly on relevance and prize interest.