A new integrated campaign from Vodacom is highlighting the rivalry between the country's two largest soccer teams and challenging their respective supporter bases to build strongholds for the teams in cyberspace.
This is the first time that Vodacom, the long-term sponsor of Kaizer Chiefs and Orlando Pirates, has portrayed supporters squaring off against each other.
Vodacom Managing Executive: Marketing, Enzo Scarcella, said he briefed the agency to create a campaign that inflames passion, and creates a link between this passion and the Vodacom brand. In the long-term, he wants this passion to build brand loyalty, and lead soccer supporters to buy-in to products and promotions specifically developed for Kaizer Chief or Orlando Pirate fans.
Draftfcb Johannesburg's response was to tap into historic club rivalry; Chiefs and Pirates fans are notorious for going the extra mile to prove their team and its supporter base is better than that of their rivals.
The team comprising Chief Creative Officer Brett Morris, Executive Creative Director Neo Mashigo, Creative Director Grant Sithole, Copywriter Melusi Mhlungu and Art Director Archi Malinga built the campaign on a war cry: 'Ayeye, liyez' iKhosi' and 'Ayeye, liyez' iBhakaniya' or 'Beware, Chiefs are coming' and 'Beware, Pirates are coming'.
In the TV ad targeting Kaizer Chiefs supporters, two taxi drivers are shown a video of cheering Pirates fans. This inflames them to muster as many Chiefs fans as they can and march to Orlando Stadium (Pirates' home ground) singing 'Ayeye Bhakaniya, liyez' iKhosi' (Beware Pirates, Chiefs are coming).
The Pirates version follows the same storyline, but issues the warning to the Chiefs. Shot in and around Soweto in four days, these will flight from November 2012 to May 2013.
View the ads here:
The campaign also comprises radio spots, print executions and – because the target is predominantly young and connected male aged 18-34, online and mobi banners, a website, and social media elements.
"This campaign has been an incredibly interesting and exciting one for the agency," said Mashigo.
"Exciting because, for the first time, we have actively set out to take advantage of the rivalry between Chiefs and Pirates. It's interesting because we've worked with Draftfcb's digital agency, Hellocomputer, to take the fan into the virtual realm.
"Here, the online campaign challenges fans to vote for either Kaizer Chiefs or Orlando Pirates By clicking on certain banners, they work to ensure that banner becomes either a Chiefs or Pirates branded space.
"They can also claim virtual territory online by selecting which region they are from – the most votes for a particular team in each region will claim that region as either a Chiefs or Pirates stronghold. If the fans really get behind their team, they can build boost the team's online presence and ensure the team dominates in cyberspace as well as on the field," he said.
Client credits: Vodacom
Enzo Scarcella – Managing Executive: Marketing
Fatima Hassim – EHOD: Regional Marketing and Sponsorship
Rowen Gangulu – Sponsorship Brand Manager
Agency credits: Draftfcb Johannesburg
Brett Morris – Chief Creative Officer
Neo Mashigo – Executive Creative Director
Grant Sithole – Creative Director
Melusi Mhlungu – Copywriter
Archi Malinga – Art director
Romaine MacKenzie – Managing Partner
Struan Bourquin – Group Account Director
Sivu Rangqa – Account Director
Gontse Chipane – Account Executive