The year 2008 was a big year for MetropolitanRepublic. Along with being tasked to do World Cup campaigns for one of South Africa’s biggest banks and South Africa’s biggest telco, Coca-Cola walked through our doors and asked if we could do the same for them.
It was no small task. So much so that we had to set up a separate entity to try and achieve the mammoth project. Many companies talk about launching a true 360 degree campaign, but nothing of this scale had ever been attempted in the country before.
Over and above bringing happiness to 48 million people across the country, other notable feats include the launch of Happiness TV, airport activations to welcome every foreign supporter setting foot on South African soil, the design and launch of every World Cup can, the launch of the global football identity system, the launch of Zakumi the mascot, plus merchandise, t-shirts, street and stadium activations and promotions around the country. Not to mention TV, promo, outdoor, retail and everything in between. You name it, we did it.
Our favourites were the Trophy Tour activations. A travelling activation worked its way down the continent ending in Cape Town. Here, we introduced K’naan with a live performance of his internationally unifying hit, Wavin’ Flag.
All in all, our campaign elements ranged in their tens of thousands, the sheer numbers attesting 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 that South Africa, and the rest of the world, would never forget.