Superseding competitors in Vodacom's Super 12 pitch process, based on their ability to provide a synergistic 360 degree results driven approach to Vodacom's campaign needs, incorporating all communication facets and in particular retail objectives Afrikings, an innovative marketing and advertising organisation was contracted by SAIL on behalf of Vodacom's Marketing Director, Andre Beyers, to develop a sexy, vibey, high-energy and youthful campaign to support Vodacom's 'All Out Super 12' rugby sponsorship.
When evaluating return on investment of sponsorships such as the Vodacom Super 12 Rugby, it is vital that every aspect of the sponsorship process is examined. Sponsorship's typical strengths, if implemented successfully, is its ability to deliver multi-faceted benefits such as exposure, image association and hospitality. Afrikings added a new dimension through it focus on actual sales. The phenomenal success achieved by Afrikings retail sales campaign demonstrates the value of implementing a sponsorship message throughout the retail communication and how it can impact positively on bottom line profit," says Ronald Knott-Craig, General Manager of Business Development at Afrikings.
With the key objective being to positively impact on the client's bottom line profits, Afrikings rose to the brief producing an 'All Out' multi-media advertising and promotions campaign that was in line with the client brand strategy and proved highly successful.
By expanding on the "All Out Rugby" theme, AfriKings enhanced the campaign, implementing creative elements across all media with specific emphasis on retail advertising, This synergy was evident in all aspects of the campaign from point of sale merchandise, brand and retail advertising to branding of vehicles, promotional clothing and even the branding on photographers bibs, ensuring maximum exposure for Vodacom.
"The differentiating factor for us was the versatility of the creative. Having selected a very different look and feel for the campaign, we were able to utilise the creative across most elements of the communication. We achieved consistency in the message ensuring the brand was easily identified and associated with during the Super 12," reiterates van Heerden.
The main retail objectives were to intensely drive sales, increase customer awareness of Vodacom services and added benefits and establish Vodacom as the leader and forerunner in cellular communications. To meet client's needs, Afrikings created a powerful campaign which involved retail chains, national dealers and Vodashop franchise stores. The retail concept, 'All Out Rugby All Out Vodacom' was evident in all communication from radio, press and magazine to point of sale; in-store displays and a Vodacom product or service was integrated into each element to entrench the association even further. Following the All Out theme, slogans were created for key and added value benefits, such as "All Out 2 year warranty", "All Out walk-in customer care centres" and "All Out emergency services".
The campaign was implemented across an array of traditional and non-traditional media including television, radio, print, outdoor, radio broadcast sponsorship, the Vodacom website, SMS competitions, pub promotions, retail interventions, POS, an internal communication campaign for Vodacom staff and hospitality at an 'All Out Rugby Village'. The close up sculpted bodies of rugby players and the svelte, sexy figures of the supporters brought a different angle to the traditional rugby imagery or iconography that has become synonymous with South African rugby.
"Vodacom is positioned as an innovative South African leader with humour, warmth and a sense of fun whilst the Super 12 promises the thrill, fun and excitement of high energy, high impact rugby at its best. Rugby supporters are well matched with Vodacom's target markets and besides Super 12 being rated as the most important series for rugby in South Africa, it offered Vodacom multiple touch point interaction with appropriate consumers on a personal level in an environment they enjoy. The marriage between the two parties is an extremely tight strategic fit," comments Knott-Craig.
BMI were commissioned to gather both quantitative and qualitative data for the 2004 Vodacom Super 12, using its Media Track, Sponsor Track and Sponsor Value research products. The overall campaign resulted in a substantial increase in spontaneous awareness of Vodacom as a rugby sponsor - over 44% amongst whites and in excess of 23% amongst blacks.
