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, www.player23.co.za. 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 Clickthinking.com.