CAMPAIGN CASE STUDY: “FIFA WORLD CUP 2010”
CLIENT: Coke & FNB
…………………………………………………………………………………………………………………………………..…………………………………………………………………….
Target: LSM 1 - 10
Coverage: International
Date: December 2009 – July 2010
Media: 360° Campaign
…………………………………………………………………………………………………………………………………..……………………………………………………….……………
Background: Coca Cola & FNB were both sponsors of the FIFA World Cup 2010. They needed to look at using different mediums to leverage their positions as sponsors of the tournament as well as building mass awareness of their affiliation to the tournament.
Campaign: Coke and FNB utilized 18 and 10 buses respectively on Tractor’s newly acquired medium, the Golden Arrow Bus Fleet. Full bus advertising had never been used previously in the Cape Town area, thus increasing the impact that transit advertising can offer. Colourful and creative artwork was used to portray these brands months before the start of the tournament, increasing hype around the event.
