Castle Lager Promo CASTLE SUPERFANS by Ogilvy Johannesburg

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Industry Beers and Ciders
Media Promo & PR
Market South Africa
Agency Ogilvy Johannesburg
Creative Director Mike Cook, Adrian Duffin
Art Director Michael Zulu
Copywriter Andrew Pearson, Robyn Kojetin
Photographer Steve Tanchel
Released March 2010

Credits & Description

Category: Alcoholic Drinks
Advertiser: CASTLE
Product/Service: BEER
Date of First Appearance: Mar 4 2010
Entrant Company: OGILVY JHB, Johannesburg, SOUTH AFRICA
Creative Director: Mike Cook (Brand Activation)
Creative Director: Adrian Duffin (Brand Activation)
Art Director: Michael Zulu (Brand Activation)
Copywriter: Andrew Pearson/Robyn Kojetin (Brand Activation)
Photographer: Steve Tanchel (Brand Activation)
Production: SAB Internal Procurement (Brand Activation)
Project Manager: Tracey Miles (Brand Activation)
Production: Emma Hurley (Brand Activation)
Media placement: Outdoor - Zambezi Drive - 26 February 2010
Media placement: Outdoor - Albert Luthuli Highway - 26 February 2010
Media placement: Outdoor - Jan Smuts Ave - 26 February 2010
Media placement: Billboards - Cedar Square - Mid November 2010
Media placement: Billboards - Johannesburg - March 2010
Media placement: Billboards - Pretoria - 10 February 2010
Media placement: Billboards - Cape Town - March 2010
Media placement: Truck Branding - Kwa-Zulu Natal - Mid November
Media placement: Truck Branding - Free State - Mid November
Media placement: Truck Branding - Johannesburg - Mid November

Describe the objective of the promotion.
The objective was to position Castle as the conduit that brings all South Africans together, leveraging Castle Lager’s sponsorship of the national team by asking the South African public to rally behind their team in the lead-up to the World Cup, in order to maximise sales over the communication period – from August 2009 to April 2010.

Describe how the promotion developed from concept to implementation.
The concept was to unite the rival fans of the various South African Premier Soccer League fans under one banner – ‘Different Tribes. One Voice’ – in order to offer South Africans a focused point to cheer for, and get behind, their soccer team.

We began with gathering these fans and giving them a uniquely South African Castle Lager makeover, to bring them to life as Castle Lager Super Fans.

We then took them, through physical appearances and through Point-of-Sale and Outdoor channels, to the South African public. They toured the country, visiting taverns, pubs, bars and lead-up games, and their likenesses were also celebrated in spirit across various channels.

Explain why the method of promotion was most relevant to the product or service.
Castle Lager is the premier sponsor of the South African soccer team. Expectations and confidence in South Africa’s ability to host the event, and Bafana Bafana’s ability to perform on the world stage, were low. With a vested interest in both, Castle Lager needed to rally support behind both the country and the national team.

Watching sport with a beer in hand is an international tradition, and where Castle Lager has the most appropriate place in the mindset of the consumer – thus we chose taverns, bars, sporting events etc. as our channels to activate the brand. This provides a natural, organic link between the brand and the occasion.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Castle Lager were the third most mentioned sponsor of the 2010 FIFA World Cup, despite the fact that the brand was not an official sponsor. In massively cluttered and complicated environment, this was achieved with a notably smaller investment than lesser-mentioned official sponsors such as Adidas, McDonalds, FNB, Telkom and Hyundai, losing out to Coke and MTN by a whisker. This had the added effect of a substantial increase in volume, sales and turnover, and for the first time since 1998 the brand has begun to display consistent year-on-year growth.