Club Beer’s World Cup Campaign Transforms Ghanaian Billboard

Candle, in collaboration with Alpha and Jam Africa, launched an innovative digital out-of-home campaign for Club Beer during the World Cup in Ghana. The campaign aimed to enhance consumer engagement by transforming the Danquah Circle digital LED board, the largest billboard in Ghana, into a live matchday experience.

Utilizing Candle’s programmatic content dynamic display feature, the billboard showcased real-time World Cup data, creating an interactive viewing experience. The campaign coincided with each Ghana World Cup match, effectively engaging thousands of Ghanaians.

Additionally, a mini-activation at the billboard location served Club Beer on-site, fostering a communal celebration. The campaign achieved remarkable results, reaching 1,430,000 unique individuals and generating 54,221,000 impressions.

Over 5,000 bottles of Club Beer were shared during the matches, and the online engagement included 946,000 interactions across Instagram, Twitter, and TikTok, demonstrating the successful blend of real-time data with out-of-home media.