PLAY­ING THE GAME

Finweek English Edition - - Advertising & Marketing - POLOKO MO­FO­KENG polokom@fin­week.co.za

THE COIN TOSS may be in the favour of brands of­fi­cially af­fil­i­ated to the Fifa Con­fed­er­a­tions Cup and 2010 Soc­cer World Cup, but com­peti­tors are up­ping the ante so they aren’t left in the dust. Among those jump­ing on the sport­ing band­wagon:

Foozi gam­ing has the in­ge­nious ar­range­ment of hav­ing ad­ver­tis­ers use its soc­cer ta­bles as brand­ing op­por­tu­ni­ties ahead of the Con­fed­er­a­tions and World cups. They’ll be placed at uni­ver­si­ties, bars, she­beens and com­mu­nity cen­tres to at­tract at­ten­tion and en­gage­ment.

En­gen launched its tele­vi­sion cam­paign with celebri­ties talk­ing about ways of wel­com­ing vis­i­tors to South Africa’s shores. The cam­paign, by Saatchi & Saatchi Cape Town, aims to lead the way in in­spir­ing ser­vice ex­cel­lence.

Indiza Me­dia, a sub­sidiary of Pri­me­dia Out­door, launched a soc­cer fan zone at OR Tambo In­ter­na­tional Air­port. The in­ter­ac­tive struc­ture pro­vides the his­tory of Bafana Bafana and other soc­cer in­for­ma­tion dat­ing from 1994. Absa has bought it for 12 months.

Sa­sol has ini­ti­ated a women’s soc­cer spon­sor­ship at pro­vin­cial and na­tional level. The en­ergy com­pany has a long­stand­ing pres­ence on SA’s foot­balling scene and has se­lected Exp Spon­sor­ship for the new phase.

Of course, no ref­er­ences are made to the Soc­cer World Cup but the cam­paigns are none­the­less well po­si­tioned to cash in.

Wel­com­ing the world to Africa. Yvonne Chaka Chaka

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