Brand Experience and Activation > Product & Service
OGILVY JHB, Johannesburg / SAT / 2011
Overview
Credits
ClientBriefOrObjective
The objective was to welcome fans to the country in a uniquely South African way and unite the nation behind the 2010 FIFA World Cup.
Effectiveness
When Diski was rolled out globally, it was very well received. So much so, that people in over 32 countries participated in the campaign. Virally, Diski was becoming a hit – even celebrities and presidents embraced it.
Implementation
In South Africa we have a different technique when playing soccer – it’s rhythmic and showy, but never boring – we call it Diski. So we developed a 5-step danced based on these soccer moves, (and our unique rhythm) to teach to the world and called it the Diski Dance.
Relevancy
The best way to teach people to dance is through demonstration. So this was done through collateral and how-to manuals, through event activations, flash mobs and online, by inviting people to upload their videos, thereby creating hype online.
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