When the FIFA World Cup arrived, Club Beer and its agency partners Alpha and Jam Africa executed a data-driven digital out-of-home takeover in Ghana, leveraging Candle's programmatic platform to transform a static billboard into a live matchday experience. The campaign centered on the iconic Danquah Circle digital LED board, the largest in the country, which became a real-time scoreboard for Ghana's matches.
Real-Time Data Powers Live Matchday Experience
During each Ghana World Cup match, the billboard displayed live data pulled from a real-time source feed, seamlessly integrated with Club Beer branding. This provided a text-as-match experience, keeping thousands of fans engaged as goals and events unfolded. The execution was timed with surgical precision to coincide with match moments, ensuring maximum impact.
On-Ground Activation Creates Communal Celebration
Alpha and Jam Africa paired the digital takeover with a mini-activation at the board's location, where Club Beer was served on-site. This created a physical hub for fans to gather, celebrate, and enjoy cold beer while watching the action. The activation bridged out-of-home advertising with direct brand engagement, turning a viewing experience into a communal celebration.
Campaign Achieves Staggering Reach and Engagement
The campaign delivered impressive metrics: it reached 1,430,000 unique individuals and generated 54,221,000 impressions. Over 5,000 bottles of Club Beer were shared during matches, and online interactions on Instagram, Twitter, and TikTok totaled 946,000. These numbers demonstrate the power of combining real-time data with out-of-home media in a culturally relevant context.
Insights from Campaign Leaders
Chika Ajomiwe, Head of Candle, reflected: "This campaign showcased the true power of programmatic DOOH when paired with live data. We didn't just put up a sign; we created a real-time connection between the brand and the fans, turning every goal and every moment into a shared experience. Candle was built for moments like this." Samuel Ajiboye, Head of Growth for Alpha and Jam Africa, added: "The Danquah Circle board is iconic, but what we did with Club Beer was groundbreaking. We brought the World Cup to the people in a way that felt personal, immediate, and deeply engaging."
Blueprint for Future Major Cultural Moments
In a world of advertising overload, the campaign succeeded by tapping into a cultural moment Ghanaians care about, using real-time data to keep content fresh, creating a physical gathering point, and driving digital engagement that extended reach beyond the billboard. The Club Beer World Cup campaign serves as a blueprint for brands aiming to own major cultural moments through innovative DOOH strategies, combining Candle's programmatic capabilities with prime spaces to deliver unforgettable experiences and measurable results.
