Springbok
Campaign
Tsogo Sun
Agency: dieselbrook brand consulting
Art Direction
The Challenge
The 2015 Rugby World Cup presented Tsogo Sun, the official accommodation partner for the South African rugby team, with an opportunity to communicate their partnership in a big and memorable way. The goal was to raise excitement levels and support for the team for the upcoming tournament, while increasing brand awareness.
The Solution
We developed the ‘Fan Flag’ activation, which called on the public to visit a participating Tsogo Sun property and wish the Springboks well, by writing good-luck messages on a piece of material. These would be combined to create flags to be displayed on properties and handed over to the team in the lead-up to the tournament..
The Result
The public answered the call and thousands of fans shared their messages of support all over the country. The pieces of fabric containing these messages were combined to create three different types of flags:
a 7,5 m x 5 m flag was erected on the Montecasino property
a 3 m x 2 m flag was presented to the Springbok team at their official pre-tournament send-off
each player received his own unique 1,5 m x 1 m flag
