FIFA World Cup Soccer – 2006

Project Magnitude: 30 Busses

Scope

The 2006 FIFA World Cup was the 18th instance of the FIFA World Cup and was hosted in Germany. Tractor, in association with Vertigo Asia was responsible for rolling out a proposal for a LG campaign that included 30 new Starliner Busses that would travel through the 12 participating cities of the tournament. These cities were as follows:

-    Berlin  
-    Dortmund
-    Frankfurt
-    Gelsenkirchen
-    Hamburg
-    Hannover
-    Kaiserslautern
-    Köln    
-    Leipzig
-    München
-    Nürnberg
-    Stuttgart

Each city was allocated a pre-designated route for each bus to travel and the routes were finalized on the basis of exposure during the 2006 Soccer World Cup tournament. On these routes the 3 biggest airports including Frankfurt, Munich and Berlin, would serve as starting points to some of the designated routes.

Furthermore, the loop targeted key arterials, high traffic points, hotel accommodation, principal stadiums, airports, tourist attractions and important points of convergence. As such, the campaign was one where LG achieved great coverage, resulting in high reach and awareness of the LG brand.