Goodness gracious great balls of fire!
In anticipation of soccer fever, ComutaNet and Makro outlets in Gauteng, Cape Town, Port Elizabeth and KwaZulu-Natal delivered a trailer advertising campaign to increase purchases for MasterCard, the event's official partner. The image of a giant flaming soccer ball on the trailer's mobile billboard immediately drew the eye, while the accompanying invitation to compete for a trip to Germany reinforced the retail call-to-action.
"Each trailer was strategically placed in areas around key Makro outlets," says Kevin Kirby, group marketing manager. "For most soccer fans, winning a trip World Cup to Germany would be the dream of a lifetime, so the trailer would trigger an immediate retail call-to-action."
With the purchases having to had taking place before 15 May 2006 to be eligible for the draw, ComutaNet's highly visible mobile billboards offered speedy turn-around times from order to execution, as well as flexibility in location and duration.
