Fifa Soccer World Cup 2010 Supplier

Anointed M's Stageline SL100 was the only African-based mobile stage unit capable of meeting the unique demands and challenges presented by one of the main sponsors of the Soccer World Cup: MTN.  It met challenges like the need for ultimate mobility; brand visibility; sturdy structural integrity; quick set up times and deployment; and even quicker evacuations.  This gave MTN the maximum impact in a highly competitive environment, already crowded with international marketing campaigns pushing the existing boundaries on international branding standards to the limits and beyond.  During the organisational period preceding the World Cup, we were approached by Octagon, the appointed brand activation company. We were requested to do a no obligation demonstration of the internationally acclaimed Stageline SL100 mobile stage unit at the MTN head office.  Octagon immediately enquired about the possibility of having three Stageline SL100 units available for the Soccer World Cup.  Various options were researched unsuccessfully and we soon learned that our unit would be utilised along with two other similar units, rented and imported from Germany.  One of the concerns was that the units could only gain access to each stadium five hours before the start of the game and had to evacuate the stadium grounds within 60 minutes after kick-off.

Anointed M's unit was delivered to the client around the middle of May 2010. The preparation on it included branding, loading and installing the technical equipment. The SL100 was fitted and pre-rigged with  190m² of branding; 6.2 KW sound system; 7m² LED screen; Dome camera; satellite dish; lighting; cabling; three podiums complete with touch screen interfaces; and 50m² carpet in a soccer field layout.  Anointed M assigned one certified operator. The rest of the six-man team was provided by Shattered Glass, the appointed technical supplier.  The Shattered Glass technicians were orientated with the SL100 in less than two days.   The standard 44.5m² stage floor deck was extended to 50.2m², while an engineered, custom-fit, branded wind wall was manufactured in Canada by Stageline in four weeks.  The rest of the branding was locally manufactured and fitted, including the soccer field carpet from Greensky.   The Stageline SL100 mobile stage unit was also fully branded on the outside and served as a 48m² billboard while in transit.  The main stage deck of 7.3m wide by 6.1m deep was fitted with a backdrop 4.5m high along the long axis, dividing the 6.1m in two sections of four and two meters respectively. The 4m section is were all the action took place and constant interaction with the crowds was orchestrated.

The 2m section housed the full technical setup and control gear. Thanks to the SL100’s ability to transport 1.3 tons of equipment inside the unit, all of this equipment remained rigged inside the unit throughout the tournament and was simply moved to the centre of the stage deck and secured before relocation of the unit to the next venue took place.  This contributed to the deployment and setting up of the unit at the soccer stadiums into full operational status in less than an hour. Similarly the unit could be collapsed and removed in less than 50 minutes.  The Stageline SL100 rig was assigned to service the Rustenburg, Polokwane, Nelspruit, Bloemfontein, Durban and Port Elizabeth stadiums. The mobile unit was deployed 14 times in 21 days, covering 8 500 km with the 48m² external branding.  Even when it was parked, it communicated the Ayoba message in vibrant yellow with pride.  Anointed M enjoyed working with international brand ambassadors such   as Octagon and in particular Craig van Niekerk, as well as other technical experts like Adriano Landi from Shattered Glass.

Our appreciation is extended to our staff member Jan van der Westhuizen, certified operator of the SL100 unit during the Soccer World Cup, who remained focused amid the demanding schedule of activations and was not derailed from the task at hand by difficulties such as excessively windy conditions. This, together with the superior quality and workmanship of the Stageline units, distinguished us clearly from the rest of the competitors.

Though it was not acquired easily or cheaply, the Stageline SL100 rig surely is reaping rewards.