Solo Lucky Undies
Getting your behind behind the Socceroos with SOLO Lucky Undies. Rather than tell people to support the Qantas Socceroos in South Africa, BMF created "Solo Lucky Undies" so that they could do something to support the team. By wearing the undies people sent luck to our boys in South Africa.
Solo built 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 drove both sales and brand imagery through to a very public campaign which fused 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).