Black label Team Wins Best Integrated Sports Marketing Campaign

Carling Cup supportersJOHANNESBURG, SOUTH AFRICA - FEBRUARY 23, Nicole Flint, Hilary Jamiason, Shawn Katz and Owen Nkumane during the 2012 Virgin Active Sports Industry Awards from Emperors Palace on February 23, 2012 in Johannesburg, South Africa
Photo by Lee Warren / Gallo Images

Carling Black Label recently won the ‘Best Integrated Sport Marketing Campaign’ award for its campaign ‘Be the Coach’ at the Virgin Active Sports Industry Awards.

The winning concept was based on a key insight into SA football fans: they desperately want to be heard by the coach, in fact, they want to be the coach of their team. So much so that the hand-rolling movement from fans in stands impatiently demanding a substitution for an out-of-favour player has become an iconic South African gesture. 

Responding to this, we gave the supporters of the country’s two biggest clubs, Orlando Pirates and Kaizer Chiefs, the right to select their starting XI’s for the new Carling Black Label Cup final and to make line-up changes during the game.

10.5 million votes for team selections were cast via USSD codes found under bottle caps on CBL beers in the seven weeks, and the metrics on all the social media and online platforms also showed triple digit growth.

As for the match itself, 85,000 fans attended the sell-out game and millions more watched on television and saw Orlando Pirates win it on penalties.

Andrea Quaye, Carling Black Label’s General Manager, comments on the success of the campaign: “This unique sporting property has turned the tables of sponsorship on its head and continued to change South African beer drinkers’ perceptions of the brand. Carling Black Label’s proposition was brought to life in trade and captured the imagination of soccer loving supporters with the biggest and boldest through-the-line campaign in the history of the brand.”

Carling Black Label fans can look forward to the next Carling Black Label Cup campaign, which kicks off in May this year. To find out more, watch the case study video below.

SAB and Ogilvy: 50 Year Tribute

SAB Ogilvy 50 Year Tribute Commercial from Ogilvy South Africa on Vimeo.

South African Breweries (SAB) and Ogilvy are this week celebrating half-a-century of an ‘unbreakable’ friendship which kicked off in 1961, with our Johannesburg- and Cape-Town-agencies having done a titanic job of catapulting over 30 brands of beer to the summit of glory and fame in South Africa and Africa."One benefit feature of this relationship is that we never take things for granted, but we challenge each other in a forthright and candid way, which I believe helped to keep it strong and healthy, and drive it to greater heights," SAB chairman and MD Norman Adami told journalists last night, Tuesday, 21 September 2011, at the SAB company headquarters in Sandton, Johannesburg.
SAB brands
SAB brands that we have worked on since 1961 include Castle Lager (Ogilvy Johannesburg and Ogilvy Cape Town), Carling Black Label (Cape Town), Lion Lager(Johannesburg), Peroni Nastro Azzurro (Johannesburg), Castle Lite (Johannesburg and Cape Town), Caste Milk Stout (Johannesburg), Hansa Pilsener (Johannesburg and Cape Town), Amstel (Johannesburg), and Redds (Cape Town and Johannesburg).
SAB marketing director Ian Penhale said that there was always a risk that these brands could cross each other’s territories, but Ogilvy’s role, was to ensure that this did not happen.
"Of course it is challenging,". However, he said if a company is crystal clear about what it stands for and where its brands are going, and does not sway away from that, brands will not encroach each other’s territories.
SAB first began working in 1961 with VZ, Ogilvy’s ancestor. In 1984 VZ merged with Rightford Searle-Tripp and Makin, which later went on to become Ogilvy South Africa.
Milestone of SA advertising
Commenting on what independent analyst Andy Rice described as a milestone of advertising in SA, a visibly excited Nunu Ntshingila, Ogilvy SA CEO, said the good part of this love story is that Ogilvy continues to refresh people to ensure that the relationship never stalls but keeps going and going.
"If there was an Olympic category for long-term business relationships, the 50-year engagement between SAB and Ogilvy would always be in medal contention," Ntshingila, joked.
To commemorate the event, Ogilvy presented its celebrated friend with a gift in the form of an advertisement that looks back over the companies’ shared history, celebrating some of the work they have created together. The tribute ad began airing on TV last night, and will continue to be screened on a selection of DStv channels in the days to come.
"This is a friendship based on chemistry and shared values, and a celebration of this type of relationship cannot be underestimated," Penhale said emotionally.
Stood the test of time
As night fell over Sandton and the evening spring breeze teased the number 65 Park Lane premises, the first batch of guests began to arrive at the fiesta – a celebratory testimony of an almost unbreakable union of shared wealth, success, values and ideas that have stood the test of time.
For more info follow @Ogilvy_Joburg, @OgilvyCT and hashtag#SABOgilvy50 on Twitter.


Ogilvy Cape Town 2011 Loeries

This weekend Ogilvy Cape Town shone high and bright at 2011 Loeries.

Our commander in chief MD Gavin Levinsohn wrote to us the following “We all deserve to be proud. Feel free to exclaim wildly, whoop deliriously and crack open bottles of reasonably priced champagne, although most of you would have done that already. Cue headache and toasted sandwiches.”

  • Ogilvy Cape Town were 3rd best individual agency overall.
  • Ogilvy Cape Town were the number 1 large agency.
  • Ogilvy SA were the 2nd best agency group.
  • Kate and Thando won themselves a trip to Cannes for their Stimorol Streetpole ad.

Grand Prix  and Gold Loerie Award for VW Marching Band Activation.

Silver for VW Golf R ‘Eat the Road’ Magazine


Silver for VW Bluemotion Magazine campaign


Silver for Kraft Foods Stimorol ‘Heart Gingers’ in the Integrated Category

Silver for the NSRI Poster campaign.


Bronze for Takkie Brite in the Ubuntu category (which is good in more than one way)


Bronze for Stimorol Infinity ‘Yoda’ Streetpole PostersYODA

Bronze for Stimorol Infinity ‘Neverending Story’ TV

Bronze for Stimorol ‘Heartgingers’ in PR Radio (See HeartGingers AV above)

Bronze for VW Golf R ‘Awesome’ Magazine campaignVolkswagen-R-Brand_RAwesome2Volkswagen-R-Brand_RAwesome3

Bronze for VW Polo Tactical Press Executionsell-your-car

Bronze for the VW ‘Tent card’ POSVW_TENT-CARD_small

Craft Certificates for Typography on the NSRI Poster, Print Writing for VW recruitments Free-thinkers Wanted posters, and Music and Sound Design for the Stimorol TasteTwist radio spot.

Bonus comedy content: Click on the following links for YouTube interviews of Peri Van Papendorp and Alexis Leih.