kulula needed to make sure that its investment in the 2010 Soccer World Cup paid off.
In February 2010, Atmosphere kicked off the campaign through a series of well-targeted media releases, issuing a challenge from kulula’s CEO, Gidon Novick, to other airlines to drop their prices. The resulting media coverage highlighted that kulula was offering consumers a fair deal, and various media outlets did comparative pricing tables. Directly after the coverage, Atmosphere’s partner, King James, placed a fun tongue-in-cheek advert. When FIFA issued a legal letter in response to the once-off advert designed to playfully bend some of the rules around World Cup marketing, Atmosphere provided an immediate running commentary on Facebook and Twitter and ensured that bloggers and media were immediately alerted on developments as they unfolded. This ensured that kulula – through Atmosphere – was always one step ahead of FIFA’s (rather slower) PR response. Atmosphere’s response eventually made its way onto CNN. Atmosphere also conceived numerous other tongue-in-cheek stunts on behalf of kulula, which included trademarking the sky for April Fools’ Day, taking on the British tabloids, a tactical drop of tissues on planes after SA’s loss against Uruguay, and offering free flights to Sepp Blatter, which were conveniently taken up by a very cute Boston Terrier also called Sepp.