NEDBANK CUP TEAM UP

With three weeks to go to the Nedbank Cup final in Durban, KZN experienced catastrophic flooding across the region taking the lives of more than 97 people and ravaged infrastructure in communities.

In a nimble response, Nedbank decided to live up to their ‘See Money Differently’ positioning and purpose led brand promise. The green bank pledged their support to the region by donating their sponsorship inventory (including the logo) and channelling their budget and marketing efforts to the cause.

The ‘Team Up’ campaign was designed to challenge football supporters to #TeamUp4KZN, using the Nedbank Cup final as the platform for a purpose driven campaign that drove awareness, raised funding and enabled on-the-ground support and action.

Nedbank logo and sponsorship inventory donation: Nedbank donated sponsorship rights for the Team Up logo and messaging so that the cause would have enough media to gain awareness and funding. Digitally, the bank replaced their corporate logo across all touch points for two weeks.

Social Media: Content was created to raise awareness and drive the call-to-action around the initiative, including the hero execution –  supporters could pledge their support by retweeting Nedbank’s #TeamUp4KZN post on Twitter with Nedbank pledging to contribute R5 towards relief efforts for every retweet of the post.

Beach clean-ups: In exchange for sought after (sold out) tickets, fans were able to earn them from lending a hand in the province’s clean-up efforts. Nedbank and the Nedbank Green Affinity, in partnership with the Wild Trust, embarked on clean-up activations at five beaches in and around the City of Durban.

Match activations: Team Up was integrated and communicated across all experiential elements including the pre-match Team Up Fan Park, hospitality, the opening ceremony and the live in-match inventory and communications.

30 Free pieces of campaign coverage generated, all featuring #TeamUp4KZN messaging, in the space of one week across leading national and regional media including Independent on Saturday, Daily Sun, SuperSport, SABC, East Coast Radio and ENCA

R25M Donated to the cause across sponsorship inventory, PR coverage and social media AVE value

12.5 Tons of waste (6,385) refuse bags collected by 2,240 volunteers from the 5 beach clean-ups

R1M Handed over to the cause from Nedbank from Twitter crowd funding