World Cup

Pro-Line needed to get out and tell soccer fans that their passion for their team (and country) could extend beyond a cheer into a bet. We wanted to do it not only in an authentic way, in terms of tone and imagery, but also in a way that maximized our limited media dollars.

In print, we created an iconic image of fans from all 32 countries participating in the World Cup, to show that all countries could bond over one game – Pro-Line. In Out-of-Home, we tapped into national soccer rivalries and created images of passionate fans in full battle cry, centered around particular match-ups shown on Pro-Line tickets, such as Portugal vs. Brazil. We then used geo-targeting to run the transit posters in those local neighbourhoods.

During June-July 2010, Pro-Line sales were well ahead of budget; a sales surplus attributable to marketing support for the World Cup.