Brand activation specialists, thirtyfour, back the Boks with R289 million

Sometimes genius is pure simplicity in itself. In an environment certain to be saturated with promotional activity, brand activation specialists, thirtyfour have created a completely integrated promotion, that is so simple, but really effective in its activation.
Left to right: Richard Phillips – Creative Director of thirtyfour; Nick Morrison – Project Manager SAB; Andy Sutcliffe – MD of thrityfour; Morne Fourie – Head of consumer and retail activation thirtyfour.
Left to right: Richard Phillips – Creative Director of thirtyfour; Nick Morrison – Project Manager SAB; Andy Sutcliffe – MD of thrityfour; Morne Fourie – Head of consumer and retail activation thirtyfour.
Combining two of the nations favourite and most recognisable brands – Castle Lager and the Springbok rugby team, with a R289 million pool of prize money is a winning combination in any language.

thirtyfour were tasked by SAB to create a campaign that would maximise their current sponsorship of the Springbok rugby team and capture the attention, hearts and minds of the South African nation.

Grant Hillary, Brand activation manager at SAB states, “As soon as thirtyfour presented the ‘Back the Boks' campaign to us, we knew we were in winning territory. We wanted to harness the exuberance and commitment the nation shows its national rugby team in a single promotion for Castle Lager. It's brilliantly simple and shows how the public can support the Boks and how the power of this support can go on to consumers winning up to R7,500 instantly.”

Morne Fourie, Head of consumer and retail activation at thirtyfour elaborates: “There's no catch – something we hope the Springboks won't be accused of! It really is very simple and a win-win situation – they score, you win; the more they score, the more you win. Every time a consumer buys a Special Edition Castle Scrum Pack (eight cans) available at liquor stores nationally, or any Castle Lager product in their favourite pub or bar, they receive a Back the Boks game card. Each card reveals a Springbok player, the amount you can win and the match the game card is valid for. If your player scores a try in that game then you win the cash. It's something which we hope the whole nation will get behind.”

Consumers simply call the Castle call centre on 0861 GO BOKS, submit their details and the relevant cash denomination will be in their bank account within 48 hours. Alternatively consumers can redeem via www.castlelager.co.za - Achievement Awards Group is handling the very innovative back-end response and fulfilment of the campaign providing winners instant gratification.

“This is a once in a life-time and ingenious campaign.that amplifies and leverages Castle's sponsorship of the Springboks during a crucial 8 week sporting journey for South Africa. It's activities like this that will raise the bar for all concepts that are not designed exclusively through traditional channels to market, and boy does the Below-the- Line industry have a long way to go in South Africa to catch up with our ‘Above the Line' advertising agency cousins,” adds Andy Sutcliffe, MD of thirtyfour.

4 Sep 2007 17:02

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Comment
Anonymous
sounds cool-
at the ver least people may be keen on collecting the cards
Posted on 5 Sep 2007 12:52