World Cup Kick%Off

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