SPORT / CONTENT PRODUCTION

NEW BALANCE #BEPROTEAS

SIMPLE

Inspired by the standout Protea graphic on the new ODI shirt and what the symbol means we penned an emotionally charged letter from the team to their future selves.

It was led from the insight that all sports teams/athletes go through ups and downs and that fans share the emotional ride. Aligned with the global ‘My Future Self’ narrative requirement our campaign got the nation feeling that we’re all in this together.

CREATIVE

We introduced #BeProteas with social teasers and a consumer competition that called for fans to receive the new kit first. We then published the letter on CSA, NB and players platforms before launching the 60’ lead commercial where the words of the letter were narrated by the players in a motivating piece that landed the campaign.

On launch day fans didn’t know that a Protea was actually going to hand deliver their kits. Players arrived at schools, homes and workplaces across the country. Content was published live across various platforms.

A comprehensive social programme followed that included extracts from the letter that were animated into the real handwriting of the players on social platforms.

IMPACT

+261k social media engagements

+728k video views

Record sales of Proteas replica in a non-world cup season

AWARDS

2018 DISCOVERY SPORT INDUSTRY AWARDS

Winner: Best Sponsorship of a Team or Individual

2018 ASSEGAI AWARDS

Winner: Gold for Integrated Direct Marketing Campaign

Winner: Gold for Content Marketing

Winner: Nkosi Award (highest scoring campaign across the awards)

2018 NEW GEN AWARDS

Gold: Best Social Media Reach from an Event

Gold: Integrated Campaign

Gold: Excellence in Content Marketing

2018 AMASA AWARDS

Highly commended: Best Integrated Campaign

2019 MARKETING ACHIEVEMENT AWARDS

Nominated for Strategic Sponsorship