FIFA WORLD CUP 2010
Target: LSM 1 - 10 | Coverage: National | Date: August 2010 - December 2011 | Media: 360° Campaign
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. They selected branded buses as their outdoor advertising medium of choice.
Coke and FNB utilized 18 and 10 buses respectively on Tractor Outdoor'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.
South Africa had great success with the World Cup held here in almost every business possible. Thousands of people attended the games and we surely wish to host it in future again.