EDGAR Sadomba has emerged as the grand prize winner of a brand new Hyundai i10 after Coca-Cola’s FIFA World Cup promotion attracted more than 1.3 million entries from consumers across Zimbabwe.
The scale of participation made Sadomba’s victory a long shot, but his name eventually came up in the draw after weeks of repeatedly entering promotional codes.
The vehicle was officially handed over at the Coca-Cola plant in Graniteside, Harare, on Tuesday, where Sadomba was joined by his wife, Clementine Nyamundanda, relatives and company representatives.
Sadomba said he had initially been encouraged by small airtime prizes, winning US$5 on his first attempt before collecting another US$1.
He continued entering despite missing out on an earlier vehicle draw.
His persistence also became a source of amusement among workmates, who watched him regularly buy Coca-Cola and submit the promotional codes.
“I used to buy Coca-Cola almost every day because I’m an addict, and I would take the code and enter and some of my workmates used to laugh at me,” Sadomba said.
“Little did I know that the addiction would earn me this super brand new car.”
Sadomba said entering was not always straightforward because some of the codes were difficult to read, but he continued participating.
He was unaware that another vehicle draw was coming and almost missed the call informing him of his victory after his phone battery went flat.
“Fortunately, when I switched it on, a call came through from a Coca-Cola official saying I had won the ultimate prize,” he said.
Delta Sparkling Beverages marketing executive Dr Claybough Mapfumo said more than 1.3 million entries were received during the campaign.
“It was a tough and stiff competition indeed, but here he is reaping the fruits,” Dr Mapfumo said.
“Today is about more than receiving the keys to a vehicle. It is about turning an ordinary consumer moment into an extraordinary experience.”
Mapfumo said the campaign tapped into Coca-Cola’s longstanding association with football, including its involvement in grassroots football through COPA Coca-Cola in Zimbabwe.
“Football brings people together across generations, communities and borders, and the FIFA World Cup captures that spirit perhaps better than any other sporting event,” he said.
Coca-Cola Operations Executive Henry Nyoni said the promotion was designed to bring the excitement associated with the World Cup closer to local consumers.
“Through this campaign, our goal was to bring the global magic and excitement of the World Cup directly to our passionate local consumers,” Nyoni said.
Beating more than a million entries brought an unexpected conclusion to a promotion that had started with nothing more than small airtime prizes.
