BE THE COACH by Ogilvy Cape Town for South African Breweries

BE THE COACH

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Industry Beers and Ciders, Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market South Africa
Agency Ogilvy Cape Town
Director Ian Chuter, Stephen Webster
Executive Creative Director Chris Gotz
Creative Director Tommy Le Roux, Jonathan Lang
Art Director Delano Chengan, Benjamin De Villiers
Copywriter Logan Broadley, Yazeed Solomons
Producer Bronwyn Henry
Released June 2012

Awards

Cannes Lions 2012
Mobile Lions Best Integrated Campaign Led by Mobile Silver

Credits & Description

Type of entry: Best Integrated Campaign Led by Mobile
Category: Best Integrated Campaign Led by Mobile
Advertiser: SOUTH AFRICAN BREWERIES
Product/Service: CARLING BLACK LABEL
Agency: OGILVY CAPE TOWN, SOUTH AFRICA
Advertiser SOUTH AFRICAN BREWERIES
Product CARLING BLACK LABEL
Entrant OGILVY CAPE TOWN, SOUTH AFRICA
Type of Entry: Best Integrated Campaign Led by Mobile
Category: Best Integrated Campaign Led by Mobile
Title: BE THE COACH
Advertiser/Client: SOUTH AFRICAN BREWERIES
Product/Service: CARLING BLACK LABEL
Entrant Company: OGILVY CAPE TOWN, SOUTH AFRICA
DM/Advertising Agency: OGILVY CAPE TOWN, SOUTH AFRICA

Executive Creative Director: Chris Gotz (Ogilvy Cape Town)
Creative Director: Tommy Le Roux (Ogilvy Cape Town)
Creative Director: Jonathan Lang (Ogilvy Cape Town)
Creative Director - Digital: Nicholas Wittenberg (Ogilvy Cape Town)
Business Director: Luca Gallarelli (Ogilvy Cape Town)
Senior Account Director: Paul Grater (Ogilvy Cape Town)
Copywriter: Yazeed Solomons (Ogilvy Cape Town)
Art Director: Delano Chengan (Ogilvy Cape Town)
Copywriter: Logan Broadley (Ogilvy Cape Town)
Art Director: Benjamin De Villiers (Ogilvy Cape Town)
Digital Designer: Alex Van Niekerk (Ogilvy Cape Town)
Head Of Digital Development: Umar Jakoet (Ogilvy Cape Town)
Producer: Bronwyn Henry (Ogilvy Cape Town)
Director: Ian Chuter (Platypus Productions)
Director: Stephen Webster (The Workroom)
Account Manager: Purity Kariuki (Brandtone)

Brief Explanation
The Carling Black Label Cup gave fans the chance to use their mobile phones to vote for the players in the match between Orlando Pirates and Kaizer Chiefs. They could literally Be the Coach by selecting the players and making a live substitution on the day of the game.
We launched with a TV commercial that used Dutch Coach and Footballer, Ruud Gullit, to explain that for the first time ever, Kaizer Chiefs and Orlando Pirates fans could use their mobile phones to literally Be the Coach by voting for the players in the Carling Black Label Cup.
It had a strong call-to-action that drove consumers to buy a Carling Black Label to start voting.
At the same time, this was supported by online and mobile display advertising that re-inforced the messaging in an appropriate channel.
Radio and press played a strong support and explanation role and also provided updates on how many votes the players were getting.
Throughout the duration of the campaign, the mechanics of the promotion were explained on-pack - which effectively reached our loyal consumers.
The actual soccer match was also televised live nationally for all to see at the end of the campaign period.
We received 10.5 million votes in 7 weeks - all from mobile phones.
78% of the fans engaged with the campaign more than once.
82% of the votes came from a new target audience for Carling Black Label.
Over 80 000 fans watched the Carling Black Label Cup live in Johannesburg's World Cup Stadium - with millions more watching on TV.
Tens of thousands of fans used their mobile phones on the day of the game to vote for the player they wanted to substitute.
Carling Black Label saw strong growth in a declining beer market.
The campaign generated over $12.2 million of P.R. for the brand.