Soccer is religion in South Africa. It dominates conversation when men get together for beers. Two teams dominate: Orlando Pirates and Kaiser Chiefs. When they battle it out once a year on Derby Day, the country is literally split in half. Our target market, who believe they're the experts when it comes to their teams, was growing increasingly impatient with what they perceived as the shoddy management of new foreign coaches. The fans felt that these foreign coaches were not in tune with the local flavor and culture. If only given the chance, surely the fans could do a better job.

Launch the campaign
Published
August 2012
Topics

The Story

Soccer is religion in South Africa. It dominates conversation when men get together for beers. Two teams dominate: Orlando Pirates and Kaiser Chiefs. When they battle it out once a year on Derby Day, the country is literally split in half. Our target market, who believe they're the experts when it comes to their teams, was growing increasingly impatient with what they perceived as the shoddy management of new foreign coaches. The fans felt that these foreign coaches were not in tune with the local flavor and culture. If only given the chance, surely the fans could do a better job.

To give SA soccer fans the power to prove themselves – pick the players for their team, make live substitutions during a game – we needed to ensure that everyone could exercise their right to 'Be the Coach'. So we utilized South Africa’s most ubiquitous technology: the mobile phone. The Carling Black Label audience is predominantly a feature phone, prepaid market. Some of the most expensive data costs in the world and a low smart phone availability have held back access and engagement. So SMS & USSD are therefore used by most people to avoid high costs. Based on this behavioral knowledge, we created an and engaging campaign with accessible digital elements.

The Technology

  •  

    Mobile

    SMS

    USSD

  •  

    Social

    Facebook

    Twitter

The Results

A South African first, this was a breakthrough campaign for the beer category. It grew CBL’s market share as votes were linked to sales – one beer, one vote. Free, accessible USSD entry mechanic ensured that any South African could participate. The campaign was built around a simple and relevant insight and generated almost 450% traffic increase to facebook page and 600% Twitter following increase. Our earned media was valued at US$10M (SAR 83M) and the campaign has won locally and internationally at Cannes Lions, One Show, D&AD, Global Mobile awards, Bees Awards and APEX.

40K

of live substitution SMS votes

11

Number of campaign awards

10.5M

votes in 7 weeks via the mobile platform

Launch Date May 24, 2011