Last night was the South African Creative Circle awards. The creative circle is made up of select members of the South African creative community and aims to develop and improve the standard of the South African advertising industry’s creative product, and to enhance its reputation as one of the country’s world class industries. Ogilvy walked away with wins in TV, Print, Outdoor, and Experiential. Below are the winners. A big thank you to all our clients, partners, and agency teams that helped on this work.
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.
Recently Carling Black Label signed up to be a sponsor of the Rocking the Daisies music festival in Darling, South Africa. Here is how we made the Black Label brand stand out from the crowd.
Executive Creative Director: Chris Gotz
Creative Director: Tommy Le Roux
Creative Director: Jonathan Lang
Art Director: Benjamin de Villiers
Copywriter: Logan Broadley
Account Director: Paul Grater
Account manager: Jamie Curtis
Another Movember today, this time its an infographic for Movember.
Carling Black Label supports this worthy cause and, with the help of our friends at BrandsEye, compiled the attached infographic, illustrating how far the Movember 2011 message travelled across the globe.