The FIFA response to the Dutch Orange Dress has shown how far FIFA are prepared to go to protect trademarks and official World Cup sponsors. The latest company to try their luck is Kulula.com, the discount airline that (amongst other destinations) flies around South Africa.
Kulula are not official FIFA World Cup sponsors and therefore do not have the rights to include words like 'World Cup' in their ads - instead Kulula have been referring to 'that thing we dare not mention' and the 'you-know-what.'
In February 2010 Kulula.com got a FIFA reprimand for the ad below and withdrew it (though uploaded it to their Facebook page where it still remains) - and this was reported on various news sites including the BBC here:
Kulula are not official FIFA World Cup sponsors and therefore do not have the rights to include words like 'World Cup' in their ads - instead Kulula have been referring to 'that thing we dare not mention' and the 'you-know-what.'
In February 2010 Kulula.com got a FIFA reprimand for the ad below and withdrew it (though uploaded it to their Facebook page where it still remains) - and this was reported on various news sites including the BBC here:
Kulula 'Unofficial carrier of the you-know-what' (click for larger image)More recently Kulula have run ads that have avoided pictures of stadiums, footballs, vuvuzelas or anything else that FIFA objected to earlier this year. Kulula now speak of 'that thing that is happening right now' and have simply offered 'Affordable flights to everybody except Sepp Blatter. He can fly for free':
'Affordable flights to everyone except Sepp Blatter' (click for larger image)As the promotion progressed the Kulula Twitter account tweeted about the offer and responded to questions:
Head of FIFA, Sepp Blatter, did not respond, even though Kulula @ messaged him through Twitter, however Sepp Blatter the Dog did:
SeppTheDog tweets to Kulula (click for larger image)Kulula have awarded the free flights prize to Sepp Blatter the Dog and have run photoshoots and ads in his honour:
Sepp Blatter The Dog
Sepp Blatter The Dog with Vuvuzela
'It's official. Sepp Blatter flies with us' ad (click for larger image)Kulula have now created a web address called www.imseppblatter.com. This hosts a picture of Sepp The Dog and re-directs to the Kulula Facebook page which has been 'taken over' by Sepp The Dog, cataloguing his travels across South Africa for the next few weeks.
Again this campaign has generated a lot of attention. Interestingly it is traditional advertising that has driven the conversation which has then been amplified / extended through Kulula efforts on Twitter and Facebook.
I can't work out if this is genius or a law suit waiting to happen. Interesting to see what (if anything) FIFA / Sepp Blatter do with all of this!
[Hat tip MarkLives!]
I can't work out if this is genius or a law suit waiting to happen. Interesting to see what (if anything) FIFA / Sepp Blatter do with all of this!
[Hat tip MarkLives!]
Related posts
The Orange Dress World Cup ambush
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1 comments:
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