Coca-Cola Wake Your Body program
Statistics show that nearly 60% of Europeans never, or barely exercise, despite the majority spending long hours sitting every day – 37% sits for more than 5.5 hours daily (Eurobarometer, 2014). Forecasts project that 80% of the population on the continent could become overweight by 2030: these numbers highlight the crucial importance of health-awareness education. According to WHO, sedentary lifestyle is already the fourth most common cause of death globally, while as low as 150 minutes of intensive physical activity weekly (half an hour per day) could be enough to reduce the risk of cardiovascular diseases, diabetes and even some forms of cancer.
Responding to this global problem, Coca-Cola HBC Hungary started its CSR program, CocaCola Wake Your Body in 2005, and has been working for 11 years to promote the importance of an active and healthy lifestyle. The initiative supports various leisure sport events throughout the country and became a best practice in 2015 within the company group, therefore projects based on the Hungarian Coca-Cola Wake Your Body program are being launched in over 20 countries.
570 events, 4.3 million participants, 50 sports
In the spring of 2013, we launched the Coca-Cola Wake Your Body loyalty program: leisure sport activities and activities on the wakeyourbody.hu (www.testebreszto.hu) website are rewarded by valuable credits, which can be exchanged for unique Coca-Cola Wake Your Body gifts (for example towels, T-shirts, sports bags).
Our goal is to motivate as many people as possible throughout the country to exercise and try out different types of sports. 570 events, 4.3 million participants, 50 sports: this is 11 years of Coca-Cola Wake Your Body in numbers, and we can proudly state that not only did we create a one-of-a-kind loyalty program, but we built a unique community as well. Currently we have nearly 29 000 Facebook followers, and the number of registered members is almost 15 000 (14 774).
Collecting credits for activities is made easy by a free Wake Your Body card, which users simply need to show at the Coca-Cola Wake Your Body tent on a given sports event (CocaCola Wake Your Body Women’s Running Gala, Coca-Cola Wake Your Body Family Sports Festival, Wake Your Body Sports Festival for the Elderly, Coca-Cola Wake Your Body Challenge Day, SPAR marathon – Coca-Cola Wake Your Body 30km distance, Wizz Air Half Marathon, Mirage Sports Festival), and they instantly get 200 credits for participating. In 2015, the Coca-Cola Wake Your Body program announced a competition for gymnastics teachers, coaches, sports organizers and recreational sports program organizers, who show an outstanding performance in motivating their environment to exercise. The aim of the Coca-Cola Wake Your Body Award is to acknowledge those who work to promote a healthy lifestyle and sports in their own communities. Aid provided by the competition can help these people to take their motivation programs to the next level, buy sports equipment, finance sports events or renovate sport centers. The two winners (the absolute winner chosen by the jury, and the winner of the audience vote) both receive a price of HUF 500 000. Thanks to its success, we announced the Wake Your Body Person of the Year Award again, in cooperation with the major news site Index.hu. Members of the jury in 2016 are: Péter Berényi, Professional Sports Department Director, Ministry of Human Resources (EMMI), State Secretariat for Sport; Attila Czene, President of the Hungarian Leisure Sport Association, vice president of the Hungarian Olympic Committee (MOB), Olympic champion in swimming; Árpád Kocsis, Tournament Director of the Budapest Sports Office (BSI); Péter Bohus, sports editor at Index; Valentin Tóth, Communications Director at Coca-Cola HBC Hungary; Gergely Kiss, three times Olympic champion in waterpolo, ambassador for Coca-Cola Wake Your Body, and Nóra Kádár-Papp, the Wake Your Body Person of the Year in 2015, ambassador for Coca-Cola Wake Your Body, and founder of the Come on Mommy! movement.
Wakeyourbody.hu
People are spending a lot of time on the internet, so it’s important to be able to reach them through an online channel and motivate them to lead a healthy life. On our website, Wakeyourbody.hu (testebreszto.hu), we publish useful tips, news, expert articles, and users can browse sports activities throughout the country. We inform the members of our community about the latest news and opportunities to exercise in regular newsletters. It’s also important for us to hear the feedback and opinion of our community: we conduct health- and sports-related questionnaires on a regular basis (and provide credits for those who fill them in), and people can evaluate events they participated in for extra points.
You can do it! – 10th anniversary campaign
(September – October, 2015.)
Our program celebrated its 10 year anniversary in 2015, and Coca-Cola HBC commemorated the special occasion with an integrated motivational campaign. The online element of the campaign: banners on the most popular sites in September, conveying the message “You can do it!” and motivating people to leave the computer and start exercising – over 23 000 people clicked on our website.
We strengthened the campaign message and increased awareness with creative out-of-home appearances: in October, we encouraged the commuters of Budapest to do sports by dressing trains on tram line 2 in Coca-Cola Wake Your Body creatives. For two months, we even turned a bus stop into a gym: in September and October, the Széchenyi street stop of buses 15 and 115 awaited people with two stationary bicycles and four pedal chairs. The unique fitness opportunity was very popular amongst people waiting for the bus.