AGOP was tasked by RWS Resorts World Sentosa’s advertising agency Y&R to develop and execute a ground, viral and guerilla activation during the World Cup Season.
Brief: RWS wanted to create hype/awareness for its Football Fever Campaign.
Objective: To increase footfall/drive traffic to RWS Casino and also to increase share of voice and RWS brand recall durring the World Cup Season.
Solution: With less than 2 days, upon taking the brief from RWS and Y&R, AGOP developed a ground activation comprising of twenty football referees dressed in the signature black referee jersey to issue RED & YELLOW cards to target audience. The referee reach out to target audience by blowing their whistle and issuing the cards. The cards is a redemption card that allows them to sign up as RWS membership and redeem a free beer. The team reached out to more than twelve locations in a total of 10 days.
Results: AGOP managed to reach out to 10,000 target audiences and achieve a footfall of 34% during the football fever period. The guerilla activation also generated online viral activities and discussion with 18,092 viewership on STOMP and coverage on more than 9 forums.
The RWS Football Fever Crew
Here are some of our talents at work…
