Despite the residual effects of the global economic crisis, the sponsorship marketing industry in South Africa has seen an increase in spend invested as a direct result of the 2010 FIFA World Cup. The past 24 months have seen increases in leverage budgets and additional rights purchased, all with the aim of heightening brand awareness during this time.
Exp has secured additional and non-traditional business, directly relating to the 2010 FIFA World Cup from both local and international brands.
And as the last of the international soccer supporters stamped the African dust out of their shoes and squeezed vuvuzelas into their luggage, Exp South Africa reflected on some of the unique campaigns they were involved in for the 2010 FIFA World Cup.
By far one of the most talked about stories during the 2010 FIFA World Cup, was that of the "Last Fan Standing", 29 year old Thulani Ngcobo, who won a prize from World Cup sponsor MTN, to attend 38 FIFA World Cup matches and in the process set a brand new Guinness World Record for the most matches attended by an individual.
Exp has been MTN South Africa's football sponsorship agency for the past three years and conceptualised this "big idea" for the MTN8 Tournament, with the aim of having a consumer activation that would capture the imagination of the fans. Entry via SMS saw eight weekly winners drawn, with the ultimate winner (Ngcobo) announced on the night of the MTN8 Final in October last year, winning the prize to attend 38 World Cup matches.
Exp managed all logistics for the campaign, from securing match tickets from MTN, flights, accommodation, clothing, tour vehicle and support crew for Thulani, including a chaperone, driver and camera crew. Using multimedia touch points and social media platforms, an extensive communications plan was implemented to profile Ngcobo. But nothing could have prepared Ngcobo for the unbelievable journey he was to undertake or MTN for the response to the campaign. Leading up to the World Cup, Ngcobo conducted numerous radio and TV interviews and appeared in various newspapers, but during the World Cup he was booked to do up to 10 local and international interviews a day, with the likes of BBC, ESPN, CNN, Brazilian, Portuguese, and Chinese TV crews following him to capture his unique story. A Google search using the words "Last Fan Standing" literally produces more than 14 million search results in a matter of seconds, with the first four Google pages dedicated to stories on Thulani Ngcobo.
On the day Ngcobo officially set a new Guinness World Record for the most matches attended, FIFA Host Broadcast Services (HBS) dedicated three camera crews to exclusively film his record breaking day. FIFA HBS syndicated the story globally to more than 100 countries, while Guinness World Record sent an adjudicator to South Africa to verify Ngcobo's claim and awarded him with an official certificate of achievement.
Also for MTN, Exp also managed logistics for 10 "Golden Ticket" winners, who had entered the MTN Ayoba Summer Campaign and won tickets to attend 25 FIFA World Cup matches with their partners. A dedicated Exp team coordinated everything from match tickets, hotels, transport, food, refreshments and entertainment, while staying on site with the group of winners to manage their arrangements.
In Swaziland, Exp activated the MTN "Party in a Box" campaign for MTN competition winners, who had won the opportunity to have a special World Cup party at home with their friends. The "Party in a Box" meant a vehicle arrived at the home of the winner, and literally unpacked everything needed for a festive party, from meat and drinks to chairs, music and vuvuzelas. All that the winner needed do was have some friends around. Thirteen "Party in a Box" activations were implemented during the World Cup.
In the months leading up to the World Cup, Exp was appointed by Coca-Cola to develop the experiential strategy, incorporating an operating manual, project plan, and then implemented the 2010 FIFA World Cup Africa Trophy Tour in 12 African countries including Kenya, Swaziland, Botswana, Lesotho, Namibia, Zimbabwe, Zambia, Malawi, Uganda, Tanzania, Ghana, and Senegal. This campaign gave football lovers a rare opportunity to catch World Cup fever ahead of the World Cup, having their photograph taken with the World Cup Trophy, and enjoying the Coke "celebration" experience. This was followed by the development of an experiential platform, the "You and Who" campaign, for the Coca-Cola ECAB (East Central African Business) unit which saw competitions winners being flown to SA for World Cup matches. Exp developed the strategic approach including promotional and experiential ideas for 27 markets.
For SAB's Castle Lager, who are co sponsors of the South African national men's football team, Exp managed the Castle SuperFans "flash mob" style tour around the country, which saw the group of 16 touring number 1 fans, travelling around the country to 14 cities where they visited 127 outlets in 50 days to lobby support for Bafana Bafana in the build up to and during the World Cup. Click to watch the videos: http://www.youtube.com/watch?v=31f9upyu4Lc&NR=1 and here http://www.youtube.com/watch?v=XCFTnJA3Sec&feature=related.
Exp also managed an hospitality tour for 113 SAB sales staff and customers from African eight countries, who enjoyed a four-day stay in Johannesburg, which included dinners, visits to a Fan Park, shopping and game drive experiences, and attended the World Cup quarter final match between Ghana and Uruguay.
Another interesting campaign managed by Exp, was hosting NBA basketball stars, Steve Nash and Luc Mbah a Moute, at a "football meets basketball" event held at the Wanderers Club during the World Cup. The NBA players were out in South Africa to support their fellow countrymen and football star friends during the World Cup, and met up with former French national and Manchester United player, Patrick Vieira and Sunderland's Anton Ferdinand, brother to Rio Ferdinand, on a football pitch and basketball court to trade skills. Exp managed all of Nash's on the ground arrangements during the World Cup. The NBA Africa is in the process of setting up office in Johannesburg ahead of the official launch in Spring this year. http://www.youtube.com/watch?v=QBmYHxRQ8JI&feature=related
Outside of the buzz of World Cup vuvuzelas, Exp also recently pitched and won some new brand activation business, including being appointed to manage the re-launch of Simba's NIKNAKS new packaging campaign. Exp developed an edgy campaign called "NAKover your City", which involved "NAKking over" canvasses and props with spray paint and other materials at hype sessions in Durban, Cape Town and Gauteng, from which design influences for the new packaging would be taken. Phase two commences shortly, and will see three pack designs put to the public for voting, where after the winning design will be launched as the official new NIKNAKS packaging.
Automotive brand, Citroën which only recently launched its brand in South Africa, appointed Exp to handle all mall activations to launch their new DS3 model. Exp has subsequently been appointed to manage trade marketing for all Citroën vehicles in South Africa.
Athletics South Africa also appointed Exp South Africa as its consulting agency, to assist with rights management and PR and Media for the federation.
"The last quarter has been intensely busy for Exp South Africa," said Exp SA MD, Sandile Ndzekeli.
"We were been flat out delivering some interesting and unique campaigns for a host of clients during the World Cup, where the experiential campaigns executed provided a platform for clients to have emotional connections with their customers, leaving a lasting loyalty towards their brands.
Aside from World Cup fever, we've also needed to keep the eye on the ball in terms of our other clientele, who continued with their non-World Cup brand campaigns during this period."
Castle SuperFans at the World Cup, Last Fan Standing Thulani Ngcobo receives Guinness World Record certificate, NBA player, Steve Nash shoots hoops and scores goals.
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