So how could a small player like SOLO take on the big boys?Instead of making TV ads, we made underwear: SOLO LUCKY UNDIES.Everyone understands that lucky undies can help you score – especially superstitious football fans.So we produced 225,000 pairs of lucky yellow undies, for fans to wear to send luck to the team in South Africa.The undies were a unique, wearable media channel that engaged consumers as active participants to broadcast our brand message.We gave them away with purchase, promoted them in outdoor, radio, online films starring real fans, a luck-generating website, a touring “luck truck”, virtual undies for social media profiles and personalized facebook films featuring football stars. Our hope was that fans would want to buy SOLO to get the undies, and each pair of undies would then become be a wearable ad for SOLO (Bottom Media?), prompting further sales.

Football fans got into our Lucky Undies:- All 225,000 found eager owners.- Coles Supermarkets moved 20,000 on day one.- The undies were everywhere: the Brandenburg Gate, on the Naked Cowboy in New York, on Olympic athletes, statues, eBay, South African witchdoctors, and wherever fans gathered, including World Cup stadiums and FIFA Live Sites.- Solo Facebook loyalty increased over 3000%.Which helped us kick our goal of making noise:- $3.2 million in media coverage/PR - almost 5 times media spend (and over 50 million impressions).And driving sales:- Solo sales up 22% year on year.