Openfield's strategic role in bonding two strong South African brands through sponsorship

Openfield sponsorship and marketing strategically managed the five-year sponsorship agreement between Klipdrift and Springboks through the joining of two iconic brands, which took place in April 2012 at the Klipdrift Distillery in Robertson.
Through Openfield's guidance as their sponsorship agency, Distell made the strategic decision to partner South African Rugby Union (SARU) as a supplier of the Springboks. The launch was a great success with the brand's annual review and with plenty of media coverage to date; overall brand awareness was definitely strengthened in a positive way.

Openfield is a sponsorship marketing consultancy that provides strategic sponsorship expertise to key corporates, as well as assisting them with the activation and management of these strategies to achieve specific brand and business objectives.

The sponsorship deal, which Openfield strategically mediated includes exclusive product rights within their category, pouring rights at SARU functions, the right to distribute premiums, which allows Klipdrift exclusive branding and commercial rights to point of sale product, as well as branding rights in advertising campaigns.

Klipdrift's brand strategy of rewarding consumers saw the brand reward winners through a competition that was rolled out across the Klipdrift social media platforms. The prize included a set of tickets to the three nations Rugby Championship games held in Cape Town, Pretoria and Soweto, being hosted in a VIP Klipdrift lounge prior to the game, designated transport for award winners to encourage responsible drinking as well as Klipdrift hampers.

The brand messaging, at the launch, was brought through the execution of correct sound methods as well as communicated through all ATL and Digital communication. This allowed for a positive integration of all Klipdrift agencies which ensured a successful delivery of the Launch and key messages. The synergy which existed across all communication channels elevated the Klipdrift brand as the generous and hospitable company they strive to be.

For more information please contact:
Meagan Sickle
021 671 1900


18 Oct 2012 10:26

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