Cheil Worldwide said on the 17th that it will carry out the "Wide Cup (WIDE CUP)" campaign with Cas, the official partner of Korea's national soccer team, to spread soccer cheering culture.
The campaign will be held at group cheering spaces created by Cas in areas such as Euljiro and Seongsu. After visitors at the site film themselves cheering for the national soccer team, artificial intelligence (AI) technology will measure their mouth size and provide one can of "Cas Zero" or "Cas Lemon Squeeze Zero" per 1 mm of mouth size.
For each group stage match, passionate cheering scenes will be selected and displayed on outdoor ads in major areas of Seoul, including Yeouido, Itaewon and Dongdaemun, through mid-Jul. General consumers can also take part as Cas ad models.
A Cheil Worldwide official who planned the campaign said, "Even with the constraint that all of Korea's group stage matches are held on weekday mornings, we introduced a fun and unique reward plan to draw many citizens' support."
A total of 220 people took part at the first "Wide Cup" event held on the 12th in Seoul's Euljiro, when the first group stage match against the Czech Republic kicked off. At halftime, cheering photos of six "Wide Cup" title contenders were revealed. As Korea came from behind to win 2-1, the on-site atmosphere also heightened.
Hwang Yeon-dong, who joined the cheering that day, recorded the largest mouth size at 79 mm. Hwang and the top six received a total of 411 cans, including Cas Zero and Cas Lemon Squeeze Zero, as gifts. They are also set to appear in future Cas ads.
Cas and Cheil Worldwide will hold Wide Cup events for the remaining two group stage matches as well. The "Wide Cup" for the match against Mexico on the 19th will be in Seongsu, and the match against South Africa on the 25th will be in Euljiro.
An online event will also run. Participants can film themselves cheering for the national team's matches at home, work or school, add hashtags such as #CASSZERO and #WIDECUP, and post to Instagram by the 25th. Winners selected by drawing will receive nonalcoholic beverages in proportion to mouth size.
A Cas official said, "Cas, the official partner of Korea's national soccer team, has long been with sports fans," adding, "We will build a cheering culture that everyone can enjoy together, regardless of time and place."