Brand sponsorship
MTN, has long supported South African sports, with a strong commitment to enhancing engagement and access to fans’ passion for sports. However, amid Covid-19 restrictions, supporters of Rugby and Football were going to engage in their passions at a distance.
EXECUTIONOur approach was to adopt a hybrid activity approach, focusing on digital engagement supported by strong social media, PR, and media relations.
Key strategies included using legends as ambassadors, digital gaming, exclusive content, media roadshows, customer rewards, and extensive social and digital engagement, effectively meeting both brand and business objectives.
Campaign Launch
Sasol believes in the progress of people and their sponsorships contribute to enhancing people’s lives for the better. To continue this support we launched the “Live the Impossible” initiative in 2022 to drive interest and ongoing support for women’s football and wheelchair basketball in South Africa. The campaign aims to encourage athletes, and their supporters, that anything is possible with the right support and effort.
EXECUTIONWe demonstrated this through the 2023 FIFA Women’s World Cup campaign “South Africa Your Support Is Our Energy”. We invited all South Africans to champion women’s football by supporting Banyana Banyana. Fans could send their message of support through Whatsapp, social media and USSD. Traditional, social media, PR and experiential were used to support the campaign and ensure far reach and engagement.
brand activation
As the beer that brings friends together, Castle Lager introduced a in-trade 5-a-side football event. The Castle Africa 5’s property is the biggest 5-a-side football platform on the Africa continent, aimed at raising Castle Lagers awareness levels through the 5-a-side property Increase the friendship aspect of the brand through 5-a-side football tournaments Attach Sales volume opportunities through out all activation tactics.
EXECUTIONTo establish the Castle Africa 5’s property as a credible and recognized entity, a comprehensive strategy was implemented, beginning with the creation of a 5-a-side football model in each key ABInBev territory across Africa. The goal was to grow this platform into the largest 5-a-side football competition on the continent, and eventually on a global scale. A tiered activation plan supported this, involving Community, Regional, National, and Continental levels across six key markets to ensure widespread engagement and participation.