THE WORLD'S LARGEST VUVUZELA by The Jupiter Drawing Room South Africa for Hyundai

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THE WORLD'S LARGEST VUVUZELA

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Industry Sports Teams & Events
Media Promo & PR, Case study
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Creative Director Livio Tronchin
Art Director Nicole Manojlovic
Copywriter Marcelle Du Pless
Released May 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: HYUNDAI SOUTH AFRICA
Product/Service: WORLD CUP PROMOTION
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: May 1 2010
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa)
Creative Director/Design: Joanne Thomas (The Jupiter Drawing Room South Africa)
Creative Director: Livio Tronchin (The Jupiter Drawing Room South Africa)
Art Director: Nicole Manojlovic (The Jupiter Drawing Room South Africa)
Copywriter: Marcelle Du Pless (The Jupiter Drawing Room South Africa)
Account Manager: Rowan Eva (The Jupiter Drawing Room South Africa)
Production Manager: Di Fraser (The Jupiter Drawing Room South Africa)
Media placement: Outdoor Giant Vuvuzela - Unfinished Highway Cape Town South Africa - 1 May 2011

Insights, Strategy & the Idea
2010 saw the first FIFA World Cup hosted on African soil. As an official partner of the event, Hyundai enjoyed the unique position of being able to bring the World Cup Gees (spirit) to Cape Town, one of the most popular host cities. The idea needed to be something that amplified the excitement surrounding the event and further entrenched the Hyundai brand into the minds of frenzied football fanatics everywhere.

Creative Execution
The solution made use of two iconic South African elements. The first was the vuvuzela – the sound of Africa’s first World Cup. The second was Cape Town’s infamous unfinished highway. It enjoyed an ideal location near to the official FIFA Fan Walk and en route to Cape Town Stadium. It was here that we chose to build a 35m long vuvuzela (a Guinness World Record). The Gees Vuvuzela was fitted with an electric horn and, despite reports that it would be silenced; it sounded every day to signal the start of every World Cup game.

Results and Effectiveness
By taking advantage of the ideal location of Cape Town’s iconic unfinished highway, the Gees Vuvuzela was not only experienced by millions of passing football fans, it also generated tremendous buzz worldwide and was widely blogged and reported about for the duration of the World Cup. It did so to such a degree in fact, that on a much smaller budget, Hyundai was seen as a primary sponsor of the 2010 FIFA World Cup, far outstripping its fellow sponsors in terms of publicity.