Campaign

Be The Coach

the rundown

Soccer is religion in SA. It dominates conversation when men get together for beers. 2 teams dominate – Orlando Pirates & Kaiser Chiefs. When they battle it out once a year on Derby Day, the country is literally split in half. Our target market, who believe they’re the experts when it comes to their teams, was growing increasingly impatient with what they perceived as the shoddy management of new foreign coaches. The fans felt that these foreign coaches were not in tune with the local flavor & culture. If only given the chance, surely the fans could do a better job.

The Building Blocks

To ensure that all participants, i.e. ‘Coaches’, were able to exercise their right to Be the Coach, the campaign utilized South Africa’s most ubiquitous technology – a mobile phone. The Carling Black Label audience is predominantly a feature phone, prepaid market. Some of the most expensive data costs in the world and a low smart phone availability have held back access and engagement. SMS & USSD are therefore mostly utilized in order to regulate costs. Based on this behavioral knowledge, we created an integrated & engaging campaign with accessible digital elements.

Mobile
SMS
USSD
Social
Facebook
Twitter

The Votes

The Details

Agency

Ogilvy South Africa

Brand

Carling Black Label

Targeted Regions

Global

Marketing Objective

Influence Consideration

Launch Date

May 24, 2011

The Team

Ogilvy South Africa www.ogilvy.co.za
Chris Gotz, Executive Creative Director
Jonathan Lang, Creative Group Head
Adrian Varkel, Head of OgilvyInteractive
Nicholas Wittenberg, Creative Director
Tommy le Roux, Creative Group Head
Benjamin de Villiers, Art Director
Logan Broadley, Copywriter
Luca Gallarelli, Business Director
Paul Grater, Senior Account Director
Jamie Curtis, Account Manager

The Stats

40K of live substitution SMS votes
11 Number of campaign awards
10.5M votes in 7 weeks via the mobile platform

The Results

A South African first, this was a breakthrough campaign for the beer category. It grew CBL’s market share as votes were linked to sales – one beer, one vote. Free, accessible USSD entry mechanic ensured that any South African could participate. The campaign was built around a simple & relevant insight and generated almost 450% traffic increase to facebook page & 600% twitter following increase. Our earned media was valued at US$10M (SAR 83M) and the campaign has won locally and internationally at Cannes Lions, One Show, D&AD, Global Mobile awards, Bees Awards and APEX.