by Gill Moodie. When the ABC circulation and Amps readership figures come out, Soccer Laduma is often the star of the show – gaining ground or holding steady – but media watchers tend to dismiss it because it’s a sports title.
A quick snapshot of the Carling Black Label ‘Be the Coach’ case study presented by Lynne Gordon (@lynne_gordon), General Manager – Brandtone South Africa, at Mobile Entertainment Africa.
South Africans are crazy about soccer – 63% are avid soccer fans, and 80% of these are fanatics, spending time weekly supporting their teams.
Every man believes that he can do a better job than the coach. Shouting from the stands or from his couch, his voice goes unheard.
Carling Black Label allows every fan to “Be the coach.”
The challenge: How to we make it possible for every Champion man to coach their team? Mobile is everywhere 27 million South African adults own a mobile phone!
The South African Football Association (SAFA) is investigating a name change for Bafana Bafana. While a lot of talk and opinion is being bandied about regarding the colloquial context of the name, SAFA is on record as to why it is planning to throw out the name three Sowetan sports writers coined in the early 1990s and adopted by the nation. It’s about money, plain and simple.
The trio tasked with bulging SAFA’s pockets even further investigating a name change to the benefit of the team and the country consists of SAFA president Kirsten Nematandani, vice-president Danny Jordaan and chairman of the referees committee Alpha Mchunu.
TV owned the 2010 FIFA World Cup. There, I said it. While the Internet increasingly owns breaking news and the various South African news portals came up with numerous strategies for making their world cup content as engaging as possible, it could not even attempt to mimic the vibe of families, friends, even communities, gathering together in the real world in front of TV screens to follow the main matches.
The South African illustration house Am I Collective has scored a major creative coup when it was commissioned to create 32 posters for ESPN’s 2010 FIFA World Cup campaign under the direction of New York based ad agency Wieden+Kennedy. The 32 murals celebrate each of the 32 teams that will be competing in the 2010 FIFA World Cup. ESPN owns the broadcasting rights to the event in a number of territories including the USA.
I loved this advert for Czech Rugby.
On April 1st, Kulula.com and its agency King James took yet another dig at FIFA by creating a fictitious law firm called Majut and Sons and notifying FIFA and the media of its application to trademark the Sky™, and potential problems this posed for anyone daring to transgress it. Here is the brochure created by King James.
Subversive, tongue-in cheek t-shirt range from IF THE TSHIRT FITS WEAR IT
With soccer fans getting ready for the 10 + 10 and 20 – 10 (eeeek!) You Know What. They won’t only be watching soccer – they will also be exploring South African tourist sites. Google has released data on what key-words tourists are searching using its engine.
Kulula ad agency King James chose to respond to FIFAs’ legal threats with another tongue-in-cheek ad that is running in the Sunday papers today.
The ad looks similar to the original that caused FIFA and its lawyers to lose their sense of humour over the use of, amongst other things, the national flag, footballs and vuvuzelas in, gulp, combination.