THE CHALLENGE
The task was to inform South Africa that Southern Sun Hotels were hosting Bafana Bafana (South Africa’s football team) during the 2010 Football World Cup.
My clients wanted a TV ad, but we said absolutely not, the country deserved a celebration and the biggest kick-off event the country had ever seen.
The concept was inspired by the South African National Anthem - United We Shall Stand. Via a radio and social campaign, we called upon South Africans in Johannesburg's CBD to stand united behind their national team, by forming the world's longest human train of supporters. Two days before the world cup whistle was blown, we launched the parade with an expected crowd of 20 000 but over 300 000 people showed up to enjoy the festivities. The event went viral and people across the country were creating their own versions in each city.
It received front-page coverage across all South African press as well as the foreign press. It made Prime time TV on BBC, SKY, CNN and all South African News Channels and created a social media network frenzy on Twitter, Facebook, Flickr, and Youtube with over 278 000 search results on Google.
It was only the release of Nelson Mandela from prison that saw this level of people uniting across the country together in this way.
AWARDS
Finalist, The Loerie Awards in the experiential category 2010.
AWARDS
Finalist, The Loerie Awards in the experiential category 2010.
INTEGRATED CAMPAIGN
3-week campaign including radio, building wraps, celebrity brand ambassadors, social media activations and the parade event itself.
