PR > Digital & Social

MAKE A MEAL OF IT

OGILVY CAPE TOWN / KFC SOUTH AFRICA / 2019

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Overview

Credits

OVERVIEW

Why is this work relevant for PR?

We created a campaign around the one thing that FIFA condemns - DIVING or simulation. The act of players falling to the ground and rolling around theatrically to win free-kicks and in some cases get opposition players penalized. Soccer fans, analysts and commentators usually refer to this as "making a meal of it" and when it happens, it dominates all forms of media. And we were expecting our campaign to do the same.

Background

We created a campaign around the one thing that FIFA condemns - DIVING or simulation. The act of players falling to the ground and rolling around theatrically to win free-kicks and in some cases get opposition players penalized. Soccer fans, analysts and commentators usually refer to this as "making a meal of it" and when it happens, it dominates all forms of media. And we were expecting our campaign to do the same.

Describe the creative idea

The FIFA World Cup is the biggest and most watched sporting event on the calendar. With the FIFA governing body holding all the rights to almost everything related to the sport during the tournament, how do you not only be a part of the conversation, but own it?

Describe the PR strategy

With big brands paying millions of dollars to be a part of the world’s biggest sporting spectacle, and own the conversation during the period, we needed to find a way to be a part of it without having to fork out a fortune. To do that, we felt that we needed to look into the different types of conversations around soccer across multiple media platforms. We felt that the conversation around diving was the best way to go.

Describe the PR execution

Our execution was all around timing. We were waiting for the right player in the tournament to bring our ad to life on the field. Once they did, people, media, bloggers and celebrities picked up our ad and the comparisons between the two got the world talking.

List the results

Our campaign was covered by multiple media channels and publications across more than 12 countries, with traditional titles ranging from CNN to The Hindustan Times, and new media titles like BuzzFeed and Reddit.

3.9 Billion Impressions.

51 000 000 online views in just 2 weeks.

• Verified shared views on social media: 51,1 million +

• 20% increase in sales for Streetwise meals (RSA)

• Highest transactions week of 2018 seen during the campaign period (RSA)

• Streetwise 2 helped total system sales go up by 15% (RSA)

• Over 1 million extra pieces of finger lickin’ good chicken sold in South Africa alone over the campaign period. (RSA)

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