good marketing campaign for Confederation Cup


An emotionally moving joint marketing initiative has been undertaken for the FIFA Confederations Cup to be played in South Africa in June. The three parties involved are SuperSport, Goldfish and soccer’s ruling body FIFA.

FIFA were so impressed with SuperSport’s FIFA Confederations Cup promo idea that they immediately wanted to use the piece as part of their marketing around the soccer spectacular. SuperSport approached electro-jazz gurus Goldfish to help them with the backing track, and the three-way initiative has resulted in an effective feel-good promo.

Viewers will instantly recognise Goldfish’s number 1 hit, The Real Deal, as it slowly builds to a jump-out-of-your-seat climax to the promo.

SuperSport’s Creative Director Andy Croly describes the piece as “the perfect execution of a great idea.”

“When we thought about what type of music we wanted to accompany the visuals, there was only one choice: take it to the best guys in the business, and that’s when we got in touch with Dave and Dom. The rest is magic.”

Goldfish have had a meteoric rise to superstar status in South Africa and abroad, opening acts for electronica stars like Fatboy Slim, Mr Scruff, The Audio Bullys, Pete Tong, Stereo MC’s and Paul van Dyk.

The promo premiered on SuperSport screens in mid-March and will be distributed by FIFA to free-to-air channels in Sub-Saharan Africa to promote the world’s biggest soccer competition of 2009 that kicks off in South Africa on the 14th of June.


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