Be the Coach3 by Ogilvy Cape Town for South African Breweries

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Be the Coach3

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Industry Alcoholic drinks & Tobacco, Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile
Market South Africa
Agency Ogilvy Cape Town
Executive Creative Director Chris Gotz
Production Platypus Productions
Released May 2012

Awards

London International Awards 2012
Digital Mobile Interactive Gold Winner
Digital Beverages - Alcoholic Silver Winner
Digital Branded Content Bronze Winner

Credits & Description

Entrant: Ogilvy Cape Town, Cape Town
Carling Black Label - "Be the Coach"
Visit Website: http://www.creativeawards.co.za/sab/integratedcampaign/bethecoach/
Corporate Name of Client: South African Breweries
Client Account Directors: Andrea Quaye/Hillary Jamieson
Agency Account Directors: Luca Gallarelli/Paul Grater
Agency: Ogilvy Cape Town, Cape Town
Executive Creative Director: Chris Gotz
Creative Directors: Jonathan Lang/Tommy Le Roux/
Nicholas Wittenberg
Copywriters: Tommy Le Roux/Logan Broadley/
Yazeed Solomons
Art Directors: Jonathan Lang/Bejanmin de Villiers/
Delano Chengan
Agency Producer: Bronwyn Henry
Programmer: Umar Jakoet
Production Manager: Kurt Paulse
Digital Production Company: Ogilvy Cape Town, Cape
Town
Digital Director: Adrian Varkel
Interactive Producer: Kurt Paulse
Digital Designer: Alex van Niekerk
Post-Production Company: Platypus Production, Cape
Town
Sound Design Company: The Workroom, Cape Town
Sound Designer: Stephen Webster
Mobile Production: Brandtone
Mobile Production - Client Service Director: Purity Kariuki
Description of the Project
Carling Black Label wanted to leverage their upcoming involvement in soccer sponsorship and use it as a way to attract new consumers. The brief asked for an unconventional solution instead of executing a generic soccer sponsorship package.
So, Carling Black Label rewarded soccer fans by giving them the chance to use their mobile phones to vote for the players that would take to the field in the televised Carling Black Label Cup between Kaizer Chiefs and Orlando Pirates.
Using a unique underliner code, they could literally Be the Coach by selecting the players and making a live substitution on the day of the game. They could make this live substitution whether they were watching the Carling Black Label Cup in the stadium, or live on TV.
Over 80 000 fans watched the Carling Black Label Cup live in Johannesburg's World Cup Stadium - with millions more watching on national TV.
We received 10.5 million votes over a 7 week promotional period. 82% of the votes came from a new target audience for Carling Black Label.
The campaign generated over $12.2 million of P.R. for the brand. Carling Black Label saw strong growth in a declining beer market.