MUSE Platinum

2020

World Cup Kick%Off

Entrant Company

Magnetic Creative

Category

Strategic Program - Digital Marketing Campaign

Client's Name

Megamaster

Country / Region

South Africa

In South Africa, rugby and grilling are both national pastimes and often go hand in hand. So
when South Africans came together to cheer their national team during the 2019 Rugby
World Cup, Megamaster grills asked us to make the thrill of the occasion even better.

We decided to leverage the Megamaster brand to inspire a country of already fired-up fans
to be even more passionate in their support. We ran a simple digital promotion: for a
limited period directly after every South African game, Megamaster’s online store offered a
discount on selected items. The discount? Whatever South Africa had on the scoreboard at
full-time!

Whilst official sponsors spent fortunes in half-time ads and media, our inexpensive
campaign had target audiences thinking about the Megamaster brand for the whole of
every South African game. The campaign creating outsized impact, yielding significant sales
including shifting slower-moving SKUs, whilst putting Megamaster top of mind and elevating
brand consideration.

Oh, and South Africa ended up winning the World Cup too.

Watch our campaign outline here: https://vimeo.com/user58316045/review/435665159/42ecc577f1

Credits

Account Manager
Althia Kapp
Art Direction
Eugene Bredenkamp
Designer
Kayla Archer, Caylee Hicks
Web Developers
Sebastian Opperman, Shawn Rossouw, MJ Otto
Social Media Manager
Johann Huebsch
Copywriter
Russel Smith
Creative Director
Charl Diener, Dean Jackson
Strategist
Dean Jackson
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