The 2010 FIFA World Cup was a defining moment for South Africa, for the first time the World Cup was held on an African continent. Hosting such a prestigious tournament was seen as a chance for South Africa to prove to the world that as a developing nation it could successfully host an event of this magnitude.
During his speech the FIFA President Sepp Blatter stated that “the FIFA World Cup is in South Africa.” Blatter went on to say: “Congratulations to the African population, thank you to South Africa that we can stage this World Cup here. A dream came true even if he’s not here tonight, but the spirit of Mandela is in Soccer City.”
Giving South Africa a new sense of pride, confidence and optimism, the country united, proving to the world that the African spirit of Ubuntu truly lives within; also bringing in the unique experience of the African horn, the vuvuzela, a proud symbol of South African soccer.
2010 was a busy time in the sport and entertainment industry and so for Mason.
SABC “FEEL IT. IT’S HERE!”
Mason’s relationship with the South Africa Broadcasting Corporation (SABC), a National Broadcaster, extends over 23 years. One of the key highlights of the partnership between Mason and the SABC is the IMC strategy execution of the 2010 FIFA World Cup.
The Mason team was one of the strategic communication partners along with Leo Burnett Advertising, the lead Advertising Agency. Its 2010 marketing goal was to deliver a world-class IMC campaign that resonated with the entire nation, regardless of language or geography, an unparalleled 360 execution in all 11 languages relevant across 18 radio stations and 3 TV channels-each with their own unique positioning
The SABC Broadcast Centre at the Sandton Convention Centre created a centre-point of the South African public broadcaster’s World Cup coverage. Mason as the appointed event production agency, fused technology – art – fashion – entertainment with a live audience of 300 guests; media, celebrities, VIPs and Miss World Finalists.
The Live Broadcast reached an astounding 8,895 965 million viewers during the opening for the FIFA World Cup on SABC1. “Feel it. It is here” became part of the national vocabulary.
Mbombela Stadium Opening Campaign
Preparatory to the 2010 FIFA World Cup, Mason executed a 3 day Mbombela Stadium Opening Campaign that kicked off with a 30-day countdown of the 2010 FIFA World Cup™ with local fans igniting the streets of Nelspruit, drenched in the sound of vuvuzelas. The occasion was a showcase of South Africa’s World Cup spirit, and so would not be complete without the Diski Dance, demonstrating the country’s football fever.
The day’s activities merged into a high profile cocktail function with performances by South Africa’s notable musicians Mafikizolo and Kwela Tebza. Day 2 saw fans treated to a 12 hour music concert featuring Mzekezeke, with the final performance of his career.
The final day boasted the Official Opening of the Mbombela Stadium, featuring South Africa’s top talent in the music industry with Somizi Mhlongo choreographing 1000 young kids from community schools and various characters depicting the Big 5; Africa’s greatest wild animals – lion, leopard, elephant, buffalo and rhino.
Africa is a continent with a rich reservoir of resources, but the continent’s biggest asset by far is the warmth, friendliness, humility and humanity of its people. The 2010 FIFA World Cup brought new meaning to Ubuntu. Bringing inspiration to the slogan; Ke Nako, Celebrate Africa’s Humanity. The celebrations culminated into a live television broadcast of the International Friendly Soccer Match between South Africa and Thailand, host to over 43 000 fans.