SHIELD “Be The Next Champion V2” : Integrated Media
FOOTBALL IS MORE THAN A GAME
Increase market penetration by building a platform offering benefits for brand and consumers.
For many, confidence on the pitch means confidence to pursue their dreams. We partnered with Chelsea FC and Orlando Pirates to give thousands of aspiring football players the chance to change their lives and become a professional. Teaming up with former Bafana Bafana star, Siphiwe Mkhonza and his team of local and international coaches, we embarked on a nationwide search, scouting the country for the next Victor Moses. Signing up was as simple as sending a USSD code. We spread the word from in-store POS, mall activations, social and digital media, print partnerships, TVC, television series, Live TV reads and in-game media to iconic influencers. The search was documented through a 9-part mini-series; Sbonis’iDiski, broadcast via our YouTube channel and and on air in partnership with premier football TV show SoccerZone.
We received over 155 000 submissions via USSD over the 2 month entry phase.
Our made-for-mobile downloadable podcast received over 58 000 downloads over 10 days.
BRONZE – Direct Response Mass Media (TV, Print, Out-of-Home and Radio)
LEADER – Social Media (Social Media Platforms)
BRONZE (EMEA) – Promotion
SILVER (SA) – Cross Media