Exhibition
World Cup On-Premise Activations — Nationwide
A nationwide series of on-premise brand activations during the FIFA World Cup, deployed across bars, restaurants, and fan parks in Gauteng, KZN, and the Western Cape.
Client: A global brewer (SA operations)
Client identities remain anonymised in these published case studies.
The challenge
Roll out branded fan experiences across 30+ venues simultaneously, each requiring bespoke setup, branded décor, screen installations, and promotional staff — all coordinated centrally with zero tolerance for brand inconsistency.
Our approach
Developed a modular activation kit (branded furniture, screen mounts, décor, and collateral) that could be adapted to venues ranging from neighbourhood pubs to large fan parks. Deployed regional activation teams with a central project office handling procurement, logistics, and daily reporting.
Results
All venues activated on schedule ahead of the first match. The client extended the brief mid-tournament to add additional venues based on performance.
Client feedback
“They managed 30+ venues across three provinces without a single brand compliance issue. The central coordination was seamless.”
Client name withheld.
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