Chile is hosting the 2015 Copa América, a football tournament that brings together South American countries for a month-long competition. To get locals and visitors excited for the tournament and to support the atmosphere of football in the country, bus shelters in the city of Rancagua have turned into temporary football goals complete with posts, a net, and artificial turf.
Advertising on a city’s infrastructure is certainly nothing new, but the bus shelters in Rancagua are a clever way to engage locals and tourists about the football tournament in a much more effective way than hanging a poster. We’ve seen bus stops be transformed to promote a sports tournament before.
For example, a campaign launched to promote the English Premier League designed a bus shelter in Australia that would produce the smell of grass and the sound of cheering fans at the push of a button. In football the energy and experience of a live game is completely different than images of it, and so advertisers can play up the ways to make locals feel like they’re in the middle of the action.
The “goal” shelter makes waiting for the bus a little more interesting for local bus passengers and foreign visitors who experience this unique travel situation. It’s simple, creative, and constructs an experience rather than a poster image. Goaaaaaaal.