Nedbank's Ke Yona Team Search campaign was awarded for the best use of digital communications in sport at the Discovery Sport Industry Awards on Thursday evening, 13 February.
The idea for the campaign launched in March 2013 was originated by full-service digital agency, NATIVE VML. The campaign generated massive excitement around the country. Nationwide try-outs were held to select a 23-person soccer squad made-up of everyday South Africans who were then coached by professionals to take-on Kaiser Chiefs FC, the winners of last year's Nedbank Cup.
With a call to action using Facebook, Twitter and online banners, people were invited to register for try-outs via USSD. The action and drama of the try-outs generated hours of video content, hundreds of photographs as well as articles and blog posts that were used to create a highly engaging online experience. Back-stories, player profiles and the soccer action was also curated and published on both web and mobile. The Ke Yona website, mobisite, Facebook page and other social media platforms gave South Africans the opportunity to join the conversation and follow the trials, the players and the tournament.
Jason Xenopoulos, CEO and Chief Creative Officer at NATIVE VML, expressed his delight that the Ke Yona team search campaign has been recognised once again. "This was, without doubt, the biggest and most ambitious campaign that NATIVE VML has undertaken to date and we are extremely pleased with the results. We are especially happy for our client, Nedbank, who showed great courage, purpose and commitment in working with us to bring this meaningful piece of work into existence. I am extremely grateful to them for giving us this opportunity."
ABOUT NATIVE VML NATIVE VML is a strategically and creatively-led agency whose ideas are born digital, but often extend beyond the digital canvas. With a staff compliment of over 170 people across both Johannesburg and Cape Town, NATIVE VML is one of Africa's largest digital agencies. NATIVE VML offers a full-range of integrated digital marketing services, from strategy and creative ideation to production and media. The agency's positioning is simple - "to produce purpose-driven work that lives in people's lives." They pride themselves on being able to marry client's objectives with the insights necessary to create work that is meaningful to them and their customers.
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