Hangover cure

Johannesburg - The post-Cup blues have been known to afflict most World Cup host nations. In SA economists are talking of the double-dip recession. But ad agency Draftfcb refuses to take it lying down, and has launched a national “Fly the Flag” campaign to retain the energy and passion unleashed by the 2010 spectacular.

Group CEO John Dixon says the agency will actively enlist the support of the country’s most loved brands to support the cause.

“We’ve experienced an unprecedented high during World Cup month and could be in for an even lower low when the final soccer tourists return home,” says Dixon.

“Well, at Draftfcb, we happen to believe that South Africans can pass on the ‘deppie’ because we feel in our gut. We haven’t just been celebrating soccer these past few weeks, we’ve been celebrating us – our passion, our drive, our spunk, our ‘gees’. The best way to do this is with our awesome flag, which symbolizes not our soccer enthusiasm, but  enthusiasm for ourselves.

“The agency and all its staff in our three biggest cities have therefore committed to wave our flags for 30 days after the final World Cup whistle has blown, and we’re challenging our clients, our suppliers and our countrymen to do likewise until we all – at the same time – stop, pause and create a Minute of Noise for South Africa by trumpeting with our famous vuvuzelas, hooting the horns on our ‘chorries’, whistling, yelling, shouting. This will send a clear and loud message to the rest of the world: Africa’s time has come, South Africa’s time has come.”

Draftfcb urges clients to initiate massive internal staff drives behind the cause, and has shown clients how the concept can translate into their existing advertising and marketing campaign using a flag-inspired device. It’s compiling a manual showng how others can join in. Lexus became the first brand to join the agency in its bid to fly the flag by agreeing to include the device developed by Draftfcb in three television commercials it will be running during the period.

In addition, the agency is recording a song it will distribute to the country’s radio stations, and investigating ways to get the flag flown high over South Africa’s cities in the month ahead.

Said Dixon: “We’ll be putting our heart and soul behind the flag for years to come. We invite any company, any brand, any media owner who identifies with our passion and shares our commitment to our country, to join us and introduce the initiative to their own audiences in their own way.

“Come on corporate South Africa; let’s show the country and the world that the end of the World Cup, is our beginning,” he said.

 To join the Fly the Flag initiative, phone Heidi Nelson at 011 566 6000,or email heidi.nelson@draftfcb.co.za.

- Fin24.com