Turn it upside down!
Integrated Marketing Campaign for 2018 FIFA World Cup in Russia
Overview
By creating campaign slogan ‘Turn it upside down’, our team spearheaded an integrated marketing campaign including overall design outcomes - digital, social media, package, film, event, OOH - during the 2018 world cup period.
Role
Art Director
Client
Cass Fresh / AB Inbev
(The official sponsor for the 2018 FIFA World Cup in Russia)
Under the brand’s new theme of 'Innovation', We designed put Cass logo upside down for world cup’s special edition package to signal hope for Korea winning against football powerhouses.
CAMPAIGN
OUTCOME
<World cup special edition package design>
<For campaign announcement>
Digital OOH
Worked with digital art agency ‘Giantstep’
OOH
Worked with CG studio ‘Aspirin’
60’s Film production with Korean legendary soccer players
<For campaign engagement>
‘AMOG X CASS’ - Turn it upside down!
World cup song collaboration with one of the famous Korean musicians
image credit by Motz
image credit by motz
Digital & Social media campaign strategy
We suggested that Cass official Instagram posted most of the content upside down during this period.
This content strategy had huge attention from public
Like our slogan, Korean soccer team (Ranking 40) turned german soccer team (Ranking15) upside down with 2:0 score!
To celebrate this amazing achievement, we designed another 'Korea's victory' special edition can.
Translation:
Korea 2:0 German
See? we said it will be turned upside down!
Through interesting content, we created opportunities to think about existing stereotypes and prejudices and bring them into the spotlight through this campaign.
IMPACT
The Cass campaign saw great success, inspiring a positive image for the brand in the minds of Millennials. 'Turn it upside down' content went viral on social media, and reached an astounding 19,073,027 total views, 1,280,713 total engagement, 88,764,349 total reach. We saw amazing results compared to the same period last year; a 235% increase in total reach, a 201% increase in total views, and a 1324% increase in engagement.
