Who scored more brand buzz this Soccer World Cup?
On one team we have the official FIFA World Cup sponsors who spent an inordinate amount of money to carry the World Cup logo and benefit from exposure in and around the games – on the other side we have some very smart local South African brands that tapped into the feel good factor and leveraged the event to build not only their brands but their country and it’s people. They did not ambush at all, but helped to build a more unified nation. A far more cost effective and sustainable approach to brand building in my view.
Once such example is SAB’s "Wecome to our home bru" Castle Lager commercial which has been flighting since the build up to the World Cup. It brought back the warm, fuzzy feeling of RWC 1995, and makes me feel proud to be a South African every time I watch it. Looking back, it was probably the first brand in the weeks leading up to the games that got the fires of patriotism burning without venturing anywhere near the prohibited territory occupied only by FIFA and it’s sponsors.
Mini Cooper created the mirror sock as part of their “6 colours to stand by” campaign and didn’t expect the concept to spread the way it did creating a new category of product for street side vendors. In true Ubuntu fashion, Mini Cooper didn’t scramble to claim ownership but let it roll and ran a print advert on the day of the final thanking South Africa for banding together and supporting the country and wearing the flag.
Nandos scored too, in their typically cheeky way they made us laugh at ourselves, encouraged us to be good hosts and rallied us all together behind our boys and our country with their "Only the best for ama visitor" and "Free Coke for the South Americans”, "Free meal for the Mexicans" if they won campaign. And of course who could forget their bold message to the French... I wonder what they would have had to say had we met Argentina and Maradonna. Humour as a means by which to connect people to one another and to brands is not new to South Africans, Vodacom has led by example in this arena, but still it would have been fun to watch Nandos for a few weeks longer – they could have certainly had some fun with that hand ball!
Pick n Pay, a brand inspired by South Africa and it’s people, congratulated us all for inspiring the world. Even Bokomo found a way onto the playing field by celebrating the “Goodness of Home” and airing their “Growing the Nation” corporate responsibility commercial drawing attention to the difference the brand is making in our communities, creating a brighter future for our nations children and reminding us of the potential that lies within all of us, within our nation.
The Apartheid Museum, situated near Soccer City drew thousands of visitors (over 6,000 on Youth Day) including many African visitors. They brought in extra exhibits for the World Cup period, including a history of football in South Africa and the challenges brought by segregation. The Apartheid Museum experience creates an understanding of what happened and through a shared museum experience, a common hope and positivity for the future.
Branded pride and super glue for a nation. These brands became platforms for experiencing national pride during WC2010. They did not simply use the event to market themselves, they used it to market their country first, it's people and lastly, themselves as it is through the people that our brands are built.
These are the brands that won gold, that built bonds with human beings based on authentic experiences that will be remembered forever. These are the brands that through the spirit of Ubuntu, gave to the people because whether through intention or instinct, they took the lead in building national pride and binding a nation. They are what they are because of us and to a large extent we are who we are because of what they helped us become.
It’s not over, building brand South Africa is a permanent job and finding the hooks on which to hang our Makarapas, the new mirrors on which to fly our flags, is all of our responsibility and one which smart brands will embrace and continue to make us proud South Africans. How can your brand become a platform to connect with and strengthen a nation? Think not what your country can do for your brand but what your brand can do for your country. It will return the favour, believe it, it just has.
