The Cheering Truck is a special vehicle made by Coca-Cola for a campaign that includes driving around Argentina to gather and record people’s cheers.
The truck is specially designed and does not deliver Coca-Cola beverages but rather stopping in small towns and cities to record cheers from Argentinean fans to boost morale for the national soccer team of Argentina. The Cheering Truck traveled all over the country with more than 10,200 kilometers. The goal was to collect as many votes as possible and Coca-Cola managed to record over one million voices.
In an average soccer match, only 50,000 people are able to fit into the arena but Coca Cola wanted to bring over a million people to the game. They did that with The Cheering Truck, which was equipped with sound systems built all over the vehicle. The dedication and loyalty of fans were heard as Coca-Cola entered the system with the truck, blasting the cheers that triumphed the stadium.
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Concept: The Cheering Truck
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Segment: Males, 12-55
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