Robbie Wessels & Vodacom seeking player number 23


Vodacom has embarked on an integrated marketing campaign to leverage its sponsorship investment in South African rugby. Afrikaans singer Robbie Wessels features in the TV spot.

The ‘big idea’ at the centre of this campaign is the man wearing the number 23 on his back. He’s an integral part of the team, knows all its players and their strengths and weaknesses intimately but, he’s not the coach or the manager or even a player, he’s a fan. There are always 22 players on a rugby team.

A critical driver of the interactive element of the campaign is the website, This content-rich environment includes details on every team and every player in all the rugby properties Vodacom sponsors from the Vodacom Super 14, the Vodacom Cup and the Vodacom Tri Nations. Depending on the fan’s particular affiliation or preferences, the site will intuitively customise its appearance whenever that fan logs in.

The campaign has been developed by Draftfcb Johannesburg, and was shot by boutique commercials production company, Picture Tree, with director Alan Irvin. Digital (internet) strategy and production by


Published by Herman Manson is edited by Herman Manson. Follow us on Twitter -

5 replies on “Robbie Wessels & Vodacom seeking player number 23”

  1. I’m a Sharks fan. This ad so doesn’t represent me or my mates. The usual 500 pound brandy and coke fat guy who tackles refs is not the only fan of rugby. This is so done.

Comments are closed.

Online CPD Courses Psychology Online CPD Courses Marketing analytics software Marketing analytics software for small business Business management software Business accounting software Gearbox repair company Makeup artist