people Reached PAN Nigeria
total impressions achieved during the campaign
respondents think KOF show is better than other football shows
brand rating in helping elevate the experience of Football fans increased
About the campaign
Kicking off the campaign early in the season, Budweiser launched on OOH with iconic sites using the Key Visuals displaying top players in the Premier League behind the Be A King brand message. The global TVC tagged; Make Way for The King :30 commercial also launched pre-season. The next phase of the campaign met the launch of the Take Your Shot videos, encouraging fans to seize the moment and take their shots in life, taking inspiration from the favourite celebrities and football idols. The video featured the likes of Banky W (Nigerian Pop Icon and Actor) Ebuka (Nigerian TV Personality) and Ian Wright. These videos were amplified via top-tier media and influencers along with broadcast integrations.
On the big screen, Budweiser maintained presence with the La Liga media broadcast package on Super Sport, enjoying presence on all Live La Liga matches. And further owned the big screen with Kings of Football Show - a football TV asset also on SuperSport hosted by Jimmie The Entertainer and Osereme, where football fans can connect with players and their favourite personalities through different passion points and get inspired to be kings of their own lives.
28 episodes into the show, we have featured various artists and celebrities such as Teni, D Banj, Vector, Mike Aireyys, Ebuka, Blaq Bonez, Joe Boy, Ill Bliss, Banky W, YCee and many more. The show is the first-ever Football Lifestyle show curated for a Beer brand in Nigeria.
On match days, Budweiser hosted viewing parties to create excitement amongst fans and celebrate in a Football-Party format. This phase met the launch of the 600ml Premier League Cans, designed with the Premier League Trophies with sleek red outlook. The social media war room was also active to create content on social media during the games to ensure the brand was a part of the conversation.
Some of the second screen tactics included the King of The Match twitter gaming challenge, where fans get notifications weekly to make their picks for KOTM using a chatbot on the Twitter App. The property was a huge compliment to the global Budweiser King of The Match asset and garnered over 69,000 registered players within three months of activation.
Other agencies involved: TSL Nigeria
Budweiser is the official sponsor of the Premier League and Liga, but its biggest competition had sole rights to ads on the big screen. So how could we keep the King of Beers top of mind during the League without the Premier League Broadcast package?
Beer and Football have always been a great pairing. Data also suggests that Beer Drinkers in Nigeria are four (4) times more likely to watch football than engage in any other fun activity.
Knowing this, our approach for the campaign was grounded in two very real and ownable truths:
i) Budweiser is the official sponsor of the Premier League and Liga; ii) But its biggest competition had sole rights to ads on the English Premier League in Nigeria. So how could we keep the King of Beers top of mind during the League? By creating our own platform KINGS OF FOOTBALL to showcase greatness on and off the pitch that will inspire consumers and by owning the 2nd screen.
In terms of results, the campaign hit it out of the park! Over 22Million people Reached with over 71Million impressions and up to $2m was achieved in earned media. Overall ad recall for Budweiser was 8.9Pts over the industry average during the campaign period, while the rating of the brand in helping elevate the experience of Football fans increased by almost 40%.
Viewership for KOF TV Show (Fridays 9pm) has grew by 19% over the first half of the football season. 49% of consumers from a survey conducted said the show lets them know Budweiser is the official sponsor of the PL, while over 80% of the respondents from the same survey find the show entertaining. To cap it all, 84% of respondents said the show is better than other football shows.
- Over 22Million people Reached PAN Nigeria
- 71m+ Total impressions achieved during the campaign
- Overall ad recall for Budweiser grew by 8.9Pts
- 40% Brand rating in helping elevate the experience of Football fans increased
- 19% Viewership for KOF TV show time slot grew by 19%
- 84% respondents think KOF show is better than other football shows
iProspect SA: MultiChoice FIFA OOH
iProspect SA: MultiChoice Search at its optimum
Our FIFA World Cup search campaign highlights how savvy search setups can deliver results for brands and eliminate same stable cannibalization.
iProspect SA: Delivering Dynamic Ads and Data Driven resu...
We set out to target sports fanatics who would subscribe to Multichoice Pay TV to watch the 2022 FIFA World Cup. We held high ambitions to deliver personalised communication whilst outperforming...
DENTSU CREATIVE SSA: Trophy Stout: Reclaim Your DNA
Most of Nigeria’s greatest artistic treasures are held in Western museums, which refuse to return them. As Nigeria’s proudly 100% homegrown beer with a history of supporting Nigerian cultural in...
iProspect SA: A First in Africa! Bringing Digitally Dynam...
The world's biggest sporting event; The FIFA World Cup!
We enabled Supersport to capitalize on the hype that comes around every 4 years, through this data-driven project that elevated the us...
iProspect SA: MultiChoice and Udemy: Bringing online lear...
In a move to empower African customers with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online learning, to pr...
iProspect SA: Corona - Free Range Humans 2 Campaign
Contrary to Corona’s belief of “living life outside”, humans spend 90% of their lives indoors. Their “Free Range Human” campaign was therefore conceptualised to inspire people to answer nature’s...
iProspect SA: The SuperSport App Experience – your person...
This is AFRICA - where sport connects and empowers nations!
We launched the impressive SuperSport App Experience to eagerly awaiting African audiences, by embarking on a bespoke digital stra...
DENTSU CREATIVE SA: 1st For Women Safety
DENTSU CREATIVE was briefed to entrench 1st for Women's “fearless” positioning and developed a campaign that highlights how FFW is the only insurance brand that fights for women’s safety. Becaus...
iProspect SA: MultiChoice teams up with Udemy
In a move to empower customers across the continent with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online le...
iProspect SA: The SuperSport App Experience
iProspect was tasked to launch the impressive SuperSport app experience to eagerly awaiting African audiences. They embarked on a launch strategy to target their key regions of South Africa, Nig...
Red Star SA: SOL - Taste the Sun
After Sol launched the Sun as their ‘brand ambassador’, digital out-of-home creative was updated in real-time with appropriate brand messaging, triggered by key weather changes.
iProspect SA: You Belong; The Fragrance by Brutal Fruit
This is a story of differentiation, to showcase Brutal Fruit as a brand of distinction, by delivering deeper brand meaning & value.
Brutal Fruit chose to dial up their sophistication ...
iProspect SA: Santam TV Integration into Kings of Joburg
Where Content and Technology powerfully intersect, this is where we connect.
In a first for South Africa, we plugged Santam into the critically acclaimed Netflix original TV series, crea...
Carat SA : Absa Snapchat Artificial Reality Game
A bespoke Snapchat game designed to demonstrate how Absa makes your money go further by teaching younger consumers the value of good banking practices.
Carat SA: NIVEA Perfect & Radiant #RoutineRoutine
NIVEA joined forces with award-winning musician, Sho Madjozi to create a truly interactive participation platform that created authentic, two-way communication between the brand and their younge...
Posterscope Kenya - The Travelling Stand-up Case Study
The Safaricom Let’s Keep Going Campaign was launched in a bid to improve Safaricom’s brand NPS.
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.