MTN's Sponsorship Campaign for 2010 FIFA World Cup ™
MTN's Sponsorship Campaign for 2010 FIFA World Cup ™
“We can’t wait, let’s go 2010!” is the message from MTN, Africa’s first and only global sponsor of a FIFA World Cup competition. As the title sponsor of the MTN Africa Cup of Nations, the sponsorship of the FIFA World Cup was the next major step for MTN to take within its global football portfolio. The MTN Group’s sponsorship of the 2010 FIFA World Cup affords the company the exclusive mobile content rights for Africa and the Middle East as well as global marketing rights.
Following the announcement, MTN launched its global advertising campaign to promote its major sponsorship.
Says Jen Roberti MTN GM: Global Brand & Sponsorship, “During 2009, MTN Group will be sponsoring a number of sponsorship properties and global product launches. Our broadcast packages typically include a substantive bank of Brand ID elements – stings, squeezebacks, billboards, etc. In essence we required a robust bank of elements that we can draw upon during 2009. The executions were required to be high-impact and memorable with a youthful, and dynamic look, feel and tone, on par with the elements developed by Coke and Sony – interesting, engaging, WOW!”
MTN briefed production and animation house Masters & Savant Worldwide to create a full library of elements.
Says Roger Smythe, JHB MD of Masters & Savant Worldwide, "The brief was to come up with a library of elements, (including five 5-second Stings, twelve 10-second billboards, ten 15-second billboards and 12 squeezebacks) carrying the MTN payoff line “We Can’t Wait. Let’s go 2010”. We created a variety of soccer-related elements that would unfold around this payoff line and build a sense of energy and anticipation around the upcoming Confederations Cup and 2010 World Cup.
“Stylistically we wanted to create a variety of contemporary styles through the use of multimedia elements such as illustration, photography and vector work to create a distinctly African vibe. Further, specific iconic African elements such as the vuvuzela, while the style was African fun, loud, bold and fresh in order to stand out from the other sponsors.”