Rather than tell people to support the Qantas Socceroos in South Africa, BMF has created “Solo Lucky Undies” so that they can do something to support the team.

By wearing the undies people send luck to our boys in South Africa, accoridng to the ad agency.

Solo is building on its partnership with Football Federation Australia with a campaign that blurs the lines between PR, sales promotion, activation, sponsorship and brand utility.

“Solo Lucky Undies” is driving both sales and brand imagery through to a very public campaign which fuses the digital world (Facebook, Twitter, digital film, display and search), paid media (outdoor, radio), retail (point-of-purchase, catalogue) and earned media (PR, word of mouth).

By connecting to Facebook through www.sololuckyundies.com.au, people are able to personalise messages from the Qantas Socceroos – including Harry Kewell – to family, loved ones or their employer to explain any ?football fever? that might occur over the next few weeks as you cheer on the team in South Africa.

250,000 undies have been made with over 130,000 of these available free with any two Solo products in Coles and Coles Express stores nationwide , and the remainder available through the website (www.sololuckyundies.com.au) and media partners giving plenty of Aussie football fans a fun and unique way to get their behind behind the Qantas Socceroos.

Credits:

Agency: BMF
Media agency: Carat Melbourne
PR Agency: Frank PR
Client: Schweppes Australia