Memorable Brand Experiences.
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FIFA came to Polite Playground with a request to activate their live sites in Sydney, Melbourne and Brisbane to bring out the excitement of the FIFA Women's World Cup in key locations. The goal: engage fans in the excitement of the Women's World Cup while driving the OUR GAME campaign messaging in a way that resonated with fans and encouraged them to seek out the game. With a budget that needed to work hard and at imeline that was not on our side, Polite Playground had to think creatively and make the most of every opportunity.
A dome marquee was deployed in Sydney and Melbourne to maximise impact within key spaces. In Brisbane, we were challenged to scale the activation to work within a different space and scope. OUR GAME branding featured prominently with giant lettering outside the marquee, perfectly lit at night to attract attention, and impactful signage featuring the players and OUR GAME / FIFA branding.
But it was inside where the fun was really brought to life. A reaction game tested fans in their speed and accuracy as they could test whether they had the speed and agility of their favourite players.
A digital quiz tested their sporting prowess as they raced to answer questions that were customised around OUR GAME and the Australian Women's team.
PLAY Vide platform brought the fans to the centre stage as they scanned a QR code and recorded a short message of encouragement to their favourite players. Videos culminated in a live gallery that featured hundreds of user generated videos to inspire the team.
The activation was successful in bringing interactive engagement and brand awareness to the live sites around the country.
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