2008 was a big year for MetropolitanRepublic. Along with being tasked to develop World Cup campaigns for one of South Africa’s most innovative banks and one of South Africa’s largest mobile companies, Coca-Cola walked through our doors and asked if we could do the same for them.
This was no small task. So much so that we were tasked to set up a separate entity to achieve the complex task. Many companies talk about launching a true 360 degree campaign, but nothing of this scale had ever been executed in the country before.
Over and above bringing happiness to 48 million people across the country, other notable feats include launching of a thematic “Happiness” TVC , airport activations to welcome every foreign supporter setting foot on South African soil, the design and launch of every World Cup Coke Cans, the launch of the global football identity system, the launch of Zakumi the mascot together with merchandise including t-shirts, caps etc to add to the formal street and stadium activations and promotions around the country. Not to mention TV, retail promotions, outdoor billboards and other out of home, POS for the various retail environments and everything in between. You name it, we did it.
Our favourite element of the campaign was the Trophy Tour activations. A travelling activation working its way down the continent ending in Cape Town where we introduced K’naan with a live performance of his internationally unifying hit, Wavin’ flag.
All in all, our campaign elements consisted of thousands of elements, the sheer numbers and distinctive tone that only Coke can inject into a nation, led to the success of the campaign. The inertia of one of the world’s biggest events with one of the world’s biggest brands made it a World Cup South Africa and the World would never forget. Happiness!