Carling Black Label, the lager brand, added new meaning to naming rights with the Carling Black Label Cup “Be The Coach” campaign run in South Africa in 2011, winning advertising awards for integration at the Clio Awards, One Show Interactive Awards, Virgin Active Sports Industry Awards, and the GSMA Global Mobile Marketing Awards. Football supporters in South Africa were invited to name the players for the cup final on the 30th July 2011, between the Kaizer Chiefs and Orlando Pirates, and then follow up with choices for live substitution. Dutch football coach Ruud Gullit was brought in to garner support for the campaign. To pick the squad all users had to do was buy a Black Label lager and follow the instructions using USSD (unstructured supplementary service data), IVR (interactive voice recording) and SMS on their phones to vote for the team members and positions.
10.5 million votes for team selections were cast via USSD codes found under bottle caps on CBL beers in the seven weeks leading up to the game. Metrics on social media and online platforms showed triple digit growth. 85,000 fans attended the sell-out game and millions more watched on television and saw Orlando Pirates win it on penalties.
Click on the image below to play the Ogilvy Cape Town Case Study video in YouTube (HD)
Click on the image below to play the Be The Coach video in YouTube (HD)
Click on the image below to play the Live Substitution video in YouTube (HD)
The Be The Coach campaign was developed at Ogilvy South Africa, Cape Town, by executive creative director Chris Gotz, creative director/art director Jonathan Lang, creative director/copywriter Tommy Le Roux, copywriters Yazeed Solomons and Logan Broadley, art directors Benjamin de Villiers and Delano Chengan, digital creative director Nicholas Wittenberg, agency producer Bronwyn Henry.
Mobile technology was produced at Brandtone.