Naturally, physically transporting one million people to South Africa was impossible. Instead, we devised a way to represent the fans in one stunning activation. Utilising many different media (including social networks such as Facebook and a dedicated web site), we created a huge tapestry of personal photos, showcasing the populace’s support for its national team.Using one million of these photos, we created two huge out-of-home elements with the headline “So You Can Feel At Home.” We placed one of these linens on a main South African thoroughfare where the Chilean national team would see it. The second one traveled with the team, accompanying them to training sessions and giving them a constant physical reminder of home.

This breakthrough activation worked exactly as intended, garnering press attention for both the OOH elements themselves and the emotional reactions from the team members. This coverage gave SODIMAC presence in all media from daily news programs to print newspapers to a digital presence on online news sites, blogs and YouTube. We achieved:•Top of Mind recall of SODIMAC related to the National Team: +421%.

•Historical total Unaided Awareness: +374%.

•Brand Awareness: +59%, second place among the team’s sponsors.

•Annual comparative total store transactions increased 11.2% during the key three-month World Cup period.