Bok befok
We don’t think the Local Organising Committee [LOC] could have approved a more sterile, bland and uninspiring World Cup 2010 lead-up advertising campaign.
Make sure you can say “I was there”? Seriously? Is that what you think is going to ‘drive ticket sales’ and ‘excite the nation into a frothing frenzy’ ahead of the tournament? Does somebody on the LOC own a stake in an outdoor advertising company?
Deservedly Nando’s have now spoofed the whole thing with a radio ad. It’s the least anyone could do to bring just a glimmer of a smirk to an otherwise very dated and forgettable body of creative work.
I ate there – Nando’s radio ad
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“I was there” could well be a strong enough and emotive enough little phrase to elicit a response from the local public. I agree with Michelle inasmuch as I feel a bit guilty about not having tickets. But the implementation using such sterile communication and clumsy copy makes it lose its appeal. People will tire of it quickly. A look back at some of the work that Adidas did around the All Black rugby team ahead of the last world cup shows how emotions can be effectively raised around a national team/event.
But I guess this whole World Cup event was sprung on the LOC and they had to react quickly. I mean, they have only had 6 years to come up with a campaign…
The creative idea feels like it was thought up by one of Danny Jordaan’s secretaries and the execution of the campaign overall is poor.
The use of a professional art director and copywriter, if they’re insisting on using outdoor, is always a good place to start when planning an advertising campaign.
Through fear of exclusion it may have achieved the aim of selling more tickets, but it’s not exactly inline with the positive excitement so many were hoping to feel at this late stage of the build up.
Actually, I don’t think this campaign is that bad. I’m not very interested in soccer, but I bought tickets because I didn’t want to feel I’d missed out – I knew I would if I didn’t go. The problem with ticket sales, IMHO, is that the buying process is far to complicated, rigid, exclusionary (web-based) and difficult to budget for. I’d love to see people’s ideas for how the campaign itself could have been done better.
Unlike Nando’s this ad has no fire.