PLAYING THE GAME
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