Subway Socceroos | World Cup

The Challenge

Black Raven Media was given the challenge to ambush fans waiting in Melbourne’s Federation Square to watch the Socceroos vs Argentina FIFA World Cup game. On a tight schedule and knowing that thousands of soccer fans would be filling the area, the team knew that we had to go all out to ambush and take over Federation Square.

The Execution

In the early hours of the morning on Sunday December 4th, Black Raven Media ambushed Federation Square, where over 15,000 Socceroo’s fans congregated to watch the World Cup game live. Not wanting to distract from the game but encourage support for the socceroos, the BRM team came prepared with digital and static trucks, walking boards, bike billboards, corflute billboards, light projections, face painters – even the famous Giant Sub made an appearance! The team also gave out free cookies and Subway Socceroos t-shirts that fans immediately threw on, keen to show their support for the Aussie team!

The Outcome

We created an extremely positive brand engagement experience that reached over 15,000 soccer fans and dominated the crowds of Federation Square with the Subway brand. With 250 branded t-shirts and 2,000 cookies distributed, the team expertly ambushed the event and successfully aligned Subway with the Socceroos.

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