• 1.jpg
  • 2.jpg
  • 6.jpg

Silver Winner

Digital — Beverages - Alcoholic

Entrant: Ogilvy Cape Town, Cape Town

Carling Black Label
"Be the Coach"

Visit Website
Mobile Production - Client Service Director: Purity Kariuki Mobile Production: Brandtone Sound Designer: Stephen Webster Sound Design Company: The Workroom, Cape Town Post-Production Company: Platypus Production, Cape Town Digital Designer: Alex van Niekerk Interactive Producer: Kurt Paulse Digital Director: Adrian Varkel Digital Production Company: Ogilvy Cape Town, Cape Town Production Manager: Kurt Paulse Programmer: Umar Jakoet Agency Producer: Bronwyn Henry Art Directors: Jonathan Lang/Bejanmin de Villiers/Delano Chengan Copywriters: Tommy Le Roux/Logan Broadley/Yazeed Solomons Creative Directors: Jonathan Lang/Tommy Le Roux/Nicholas Wittenberg Executive Creative Director: Chris Gotz Agency: Ogilvy Cape Town, Cape Town Agency Account Directors: Luca Gallarelli/Paul Grater Client Account Directors: Andrea Quaye/Hillary Jamieson Corporate Name of Client: South African Breweries
Description of the Project

Carling Black Label wanted to leverage their upcoming involvement in soccer sponsorship and use it as a way to attract new consumers. The brief asked for an unconventional solution instead of executing a generic soccer sponsorship package.

So, Carling Black Label rewarded soccer fans by giving them the chance to use their mobile phones to vote for the players that would take to the field in the televised Carling Black Label Cup between Kaizer Chiefs and Orlando Pirates.

Using a unique underliner code, they could literally Be the Coach by selecting the players and making a live substitution on the day of the game. They could make this live substitution whether they were watching the Carling Black Label Cup in the stadium, or live on TV.

Over 80 000 fans watched the Carling Black Label Cup live in Johannesburg's World Cup Stadium - with millions more watching on national TV.

We received 10.5 million votes over a 7 week promotional period. 82% of the votes came from a new target audience for Carling Black Label.

The campaign generated over $12.2 million of P.R. for the brand. Carling Black Label saw strong growth in a declining beer market.

Sorry, this website doesn't support Internet Explorer 6

Please upgrade your browser.