NEDBANK CUP 2021 PLAY YOUR PART

With South Africa still dealing with the impact of the COVID-19 pandemic, Nedbank again used their flagship sponsorship of South Africa’s biggest football Cup Competition to portray an important message, to unite and Play Your Part.

This message became synonymous with South African football, with players again wearing the South African flag-inspired armbands as a symbol of the united fight against the virus. This message was further complimented by the commercial that captured the essence of football fans throughout Mzanzi in addition to the return of Africa’s first-ever remote fan engagement tool and a performance by some of the biggest acts in the country to close the season off in style.

Some lucky fans were even treated to a once in a life time experience of hosting a VIP match viewing in the safety and comfort of their own homes alongside their footballing heroes.

Lead TVC
Captured the essence of all South Africans football fans across all cultures and demographics to show how fans have adjusted to watching football from the safety of their homes.

Nedbank Cup Integration
#PlayYourPart was the key message across all elements in and around match-days, led by the returning South African flag-inspired armbands.

Social & Digital
The 2021 Nedbank Cup was supported by a content team providing build-up and live coverage of all Nedbank Cup matches across Nedbank’s owned social platforms to ensure fans had the best possible second-screen experience.

Fanmode
The return of Nedbank Cup Fanmode allowed fans to share their in-game sentiments directly to the stadium in real-time, visible to both players and on the broadcast.

Match Viewing Experiences
Activating matches has proved a challenge globally, but we pulled out all the stops to ensure fans were rewarded for their spirit and persistence by providing VIP experience in the safety of their own homes with one of four South African footballing legends in Doc Khumalo, Jerry Sikhosana, Mark Williams and Matthew Booth.

PR and Influencers
#PlayYourPart and other key Nedbank Cup messages were amplified across earned media.

+20M social impressions reaching over 65% of South African users on Facebook and Twitter

+100K social engagements, resulting in an average of +3K engagements per fixture

146 pieces of coverage with campaign specific messaging

89.5% positive brand sentiment during Nedbank Cup Final