To reach this result we launched a large scale campaign through all media channels. Since we couldn’t force fans to scream the word “Natakhtari”, we simply changed our name to what people screamed the most – the word “Goal!” This way we turned all football fans into our product ambassadors during the entire World Cup. To associate “Goal” with a real goal, we made a series of similar musical commercials with goal celebrations turned into popular songs. The songs echoed through the social media channels with celebrities posting their own versions.
New songs were also posted on Facebook which kept track with the ongoing games. We also held daily contests on social media asking people to predict the amount of goals scored in the World Cup matches. The winners were awarded with Goal beers wrapped in gift bags made from football nets. The person who guessed the total number of goals in the World Cup was generously awarded with the same amount of beer. In the outdoor ads, our billboards and light boxes became yellow cards warning people that football is boring without a Goal!
The campaign became the most effective football social media campaign in Georgia that reached 1 392 130 people and received 2 277 000 post engagements.
