2010 FIFA World cup
A nationwide event series developed to create brand exposure and hype leading up to the 2010 FIFA World Cup in South Africa.
Project Timeline:
12 Weeks
Team:
Creative Director, Event Director, Executive Producer, Event Production Team, Account Team (Ogilvy - Client Agency)
Brand:
FIFA/ BP Castrol
PROJECT TYPE:
Brand Activation
PROJECT SCOPE:
Art Direction, Event Design & Implementation
The Challenge
Develop a nationwide event series that would coincide in all the three major cities (Johannesburg, Cape Town, Durban) in South Africa. With the stadiums yet to be completed, source locations suitable for hosting the events, produce and distribute all branding, the run-of-show for all events, and co-ordinate all event initiatives.
Our Approach
Due to a fairly aggressive timeline and the scope of the project, we decided to break the project into parts and to assign a project manager and event director to each city while the creative director would manage the brand and branded initiatives for all cities. This would ensure a consistent end result while accounting for each city’s unique challenges and opportunities.
. . .
The Outcome
The result was a great success. Each city had an overall attendance rate of 85%, with an overall event score of 97%. In Johannesburg, we were able to secure a visit from the official FIFA 2010 mascot, which aligned with the press event and allowed for further brand exposure.
CHALLENGES & LEARNS
Encountering logistical issues were inevitable in executing an event series simultaneously across three cities. The majority of the challenges resided in the co-ordination of production lead-times for the various vendors of each city along with planning the entertainment, catering and run-of-show to account for each city’s diverse and varied cultural influences while remaining in line with the FIFA brand.