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Starcom Africa scores for Barclays
Leveraging Barclays' sponsorship of the UK Premier League Soccer, Starcom Africa created a novel brand building campaign for the African market. "The response has been way beyond our expectations," says Celia Cowper, director of Starcom Africa.
"Soccer is a major draw card in Africa and we wanted to communicate that Barclays shares their passion for the game," she says.
Using a combination of billboards, print and television advertising, the campaign called for consumers to SMS a given number with the answer to a question.
Although the campaign runs until the end of May, SMSs have already topped 100 000. "The prizes on offer are soccer shirts signed by some of the UK's soccer greats and we were only anticipating in the region of 20 000 responses," explains Cowper.
The countries selected for this campaign include: Tanzania, Uganda, Kenya, Ghana, Botswana, Zambia and Zimbabwe.
