In order to tell the country the new Proteas replica was out, we utilised a full team appearance with a satellite approach in order to maximise geographic media spread.

We sent 15 Proteas across five radio stations and stores simultaneously to dominate coverage regionally and nationally over a morning.


Five major radio stations across South Africa were secured to interview the Proteas on their breakfast show, all at the same time. In addition, 5 key Sportsmans Warehouse stores were secured for in-store activations on the same morning.

To raise awareness and drive traffic to stores, geo-targeted social media posts for each region were sent out regularly 2 weeks prior to the activation.

The Proteas were deployed to each station across SA, where DJ’s were surprised with their arrivals. Players delivered replica shirts to the breakfast teams followed by a discussion about the details of the new kit.

Players then invited the public on air to meet-and-greet sessions at a Sportsmans Warehouse store that morning, enouraging fans to come and meet their heroes and get their replica kit.


28 minutes of unpaid radio time across 5 of South Africa’s major radio stations

6,524,000 radio audience reached

R693,374 media value generated from breakfast shows coverage

576,651 social media impressions with 28,482 engagements