Every four years, the FIFA World Cup brings together millions of enthusiastic soccer fans from around the globe, creating a unique atmosphere of unity that sweeps through host countries and captivates audiences worldwide.
QuikTrip is leaning into that opportunity with a new activation, “Welcome In, World,” created in partnership with its creative and media agency of record Laughlin Constable.
The work allows the brand to show international fans visiting the United States the hospitality they’re widely known for through their signature in-store greeting: “Welcome in!”
This work scales that brand behavior beyond the store experience to welcome visitors arriving in some of the tournament’s biggest U.S. host markets.
The OOH activation allows QuikTrip to warmly welcome and directly speak to international visitors who may be visiting a store location for the first time. On a more personal level, it solidifies the strong emotional feelings of hospitality that loyal customers of QuikTrip keep coming back for.
The activation consists of variations of digital OOH placements that will rotate in World Cup markets (Dallas, Houston, Kansas City, Atlanta, etc.). In Atlanta specifically, at Centennial Yards, each visual will showcase two or more of QuikTrip’s iconic, eye-catching Freezoni® drinks, highlighting the flag colors of different countries competing in the World Cup.
Five of the creative animated OOH placements highlight the flags of countries that are playing matches against each other. For example, one OOH placement features the Uzbekistan vs. Columbia match that took place on June 17th, while another highlights the Spain vs. Cape Verde match that took place on June 15th. The remaining static and digital OOH placements feature a rotation of all of the flags of countries playing matches in Dallas, Houston, and Kansas City.
The activation is now live across World Cup markets, and will run until July 19th, following the final match. The Atlanta market will have additional boards scattered around Mercedes-Benz Stadium and State Farm Stadium via Centennial Yards digital placements.
