Mobile Branded Entertainment with Carling Black Label Lynne Gordon, General Manager

Transcription

1 Mobile Entertainment Africa 2012 Mobile Branded Entertainment with Carling Black Label Lynne Gordon, General Manager the coach With credit to our valued partners at 1

2 Creating a whole new way for consumers to experience soccer, powered by Carling Black Label the coach 2

3 1 Real insights into consumer passions & the brand the coach 2 Accessible mobile entertainment 3 Integrated campaign execution 4 WOW experiences on mobile 3

4 1 Real insights into consumer passions South Africans are crazy about soccer 63% are avid soccer fans, and 80% of these are fanatics, spending time weekly supporting their teams Source: 4

5 1 Real insights into consumer passions 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 5

6 1 Real insights into consumer passions Carling Black Label allows every fan to Be the coach Creating new experiences for champion men, from the Champion Beer 6

7 2 Accessible mobile technology The challenge: How to we make it possible for every Champion man to coach their team? 7

8 2 Accessible mobile technology Mobile is everywhere 27 million South African adults own a mobile phone Source: AMPS 2011b 8

9 2 Accessible mobile technology Smartphones are not yet pervasive Only 16% of mobile phones in SA are smartphones. 25% are internet capable. Source:

10 2 Accessible mobile technology Everyone can play! SMS, voice and USSD are pervasive and familiar anyone with a mobile phone can coach their team! Source: AMPS 2011b 10

11 2 Accessible mobile technology Dial *120*764*code# to be the coach Entry linked to codes on pack ensures a direct link to purchase of the Champion Beer to make your vote 11

12 2 Accessible mobile technology Vote for your players A simple USSD menu captures one vote for every code entered as you coach your favourite team 12

13 2 Accessible mobile technology For the first time YOU can be the coach! Teams chosen BY THE FANS are selected and reported weekly 13

14 3 Integrated campaign execution amplifies the idea Massive awareness via an integrated ATL media plan TV, print and radio brought the message of be the coach to consumers 14

15 3 Integrated campaign execution amplifies the idea Created a conversation around the fans votes Soccer Zone and Daily Sun covered the progress of the team selection 15

16 3 Integrated campaign execution amplifies the idea Captured the imagination of the media R80milllion of PR coverage brought news of selections to the fans 16

17 3 Integrated campaign execution amplifies the idea Digital media provided deep engagement opportunities Facebook and.mobi allowed fans to learn more 17

18 4 WOW consumer experiences Your vote makes a difference Consumers entered on average 18 times to have their say on the game! 18

19 4 WOW consumer experiences A call from your heroes Interactive Voice Calls initiated to frequent participants from Lucky Lekgwathi or Itumeleng Khune 19

20 3 WOW consumer experiences Your team takes the field at Soccer City A magical event, attended by over 90,000 fans, and viewed by millions more live on SABC1 20

21 4 WOW consumer experiences Dial to substitute a player, live 1 player from each team substituted after half time, by the Champion coaches 21

22 5 The results Over 20 million mobile engagements from over a million Champion men Over 20 million votes in just 12 weeks 22

23 5 The results New consumers engaged by the brand 82% of engagements came from a new demographic for Carling 23

24 5 The results Positive brand equity impact with positive growth in brand perceptions amongst all key audiences 24

25 5 The results Increased brand share in a competitive & increasingly fragmented market 25

26 5 The results Memorable entertainment experiences on mobile from a leading SA brand 26

27 Lynne Gordon, General Manager the coach 27