Every year, Cameroon celebrates its young people and culture in a national festival dubbed the National Youth Day. High schools are massively involved in this event through the organization of cultural celebrations and fairs as well as their participation in parades.
To stay in step with the youth, Coca-Cola recently connected with its new generation of consumers through an exciting contest organized by the system in the country. The highlight of the engagement was an invitation for schools to showcase their best cultural week projects. One hundred and fifty submissions were received from various schools across the country.
A pause for refreshment before joining the parade
The Coca-Cola Dance Crew energized the crow
Ultimately, twelve winning secondary schools were selected and awarded. The Central, Indian Ocean and Atlantic Franchise (CIAF) funded the winning team and provided branding for their activation.
According to Julien Kouakou, the Marketing Manager for CIAF’s Central cluster under which Cameroon falls, “This event was a great opportunity to engage teens. To remain relevant, we connected with our audience by supporting an event which is iconic in their calendar,” he said.
Close to 20,000 teens from 200 secondary schools participated in the “Coca-Cola Dance Crew Tour,” a competition activated in five cities across Cameroon, namely: Douala, Yaounde, Bafoussam, Garoua and Buea. Concerts, which featured popular local and international artists, drew massive crowds. The entry pass to these events was the purchase of two Coca-Cola PET bottles of 35cl (350ml).
Cultural week dancers
“234,000 teens enjoyed the classic taste of an ice-cold Coke through free and paid sampling,” Kouakou said. “We reached 11 million people through TV, radio, print, Point of Sale (POS) and Out of Home (OOH) communications, resulting in additional sales of 900,000mucs, a 20% increase from last year.”