Carling Black Label: BE THE COACH

Credits & Description:

Type of entry: Use of Direct Marketing
Category: Direct Response Digital: Mobile Marketing
Advertiser: SOUTH AFRICAN BREWERIES
Product/Service: CARLING BLACK LABEL
Agency: OGILVY CAPE TOWN, SOUTH AFRICA
Advertiser SOUTH AFRICAN BREWERIES
Product CARLING BLACK LABEL
Entrant OGILVY CAPE TOWN, SOUTH AFRICA
Type of Entry: Use of Direct Marketing
Category: Direct Response Digital: Mobile Marketing
Title: BE THE COACH
Advertiser/Client: SOUTH AFRICAN BREWERIES
Product/Service: CARLING BLACK LABEL
Entrant Company: OGILVY CAPE TOWN, SOUTH AFRICA
DM/Advertising Agency: OGILVY CAPE TOWN, SOUTH AFRICA
Executive Creative Director: Chris Gotz (Ogilvy Cape Town)
Creative Director: Tommy Le Roux (Ogilvy Cape Town)
Creative Director: Jonathan Lang (Ogilvy Cape Town)
Creative Director - Digital: Nicholas Wittenberg (Ogilvy Cape Town)
Business Director: Luca Gallarelli (Ogilvy Cape Town)
Senior Account Director: Paul Grater (Ogilvy Cape Town)
Copywriter: Yazeed Solomons (Ogilvy Cape Town)
Art Director: Delano Chengan (Ogilvy Cape Town)
Copywriter: Logan Broadley (Ogilvy Cape Town)
Art Director: Benjamin de Villiers (Ogilvy Cape Town)
Digital Designer: Alex van Niekerk (Ogilvy Cape Town)
Head Of Digital Development: Umar Jakoet (Ogilvy Cape Town)
Producer: Bronwyn Henry (Ogilvy Cape Town)
Director: Ian Chuter (Platypus Productions)
Director: Stephen Webster (The Workroom)
Account Manager: Purity Kariuki (Brandtone)
Describe the brief from the client
Carling Black Label, South Africa's biggest beer brand, wanted to leverage their upcoming involvement in soccer and use it as a way to attract new consumers.
The brief asked for an engaging and unconventional solution instead of executing a generic sports sponsorship package. We wanted to reward South African men for choosing Carling Black Label and engage them in the brand.

Creative Execution

The Carling Black Label Cup was a world first. Carling Black Label gave soccer fans the chance to finally fulfil their dream of being the coach of their team and making all the big decisions.
We saw this as a unique way to reward new customers for choosing the only beer in South Africa that recognises the achievements of men: Carling Black Label.


Describe the creative solution to the brief/objective.

We created the Carling Black Label Cup between Orlando Pirates and Kaizer Chiefs - South Africa's biggest soccer clubs.
Soccer fans could use their mobile phones to vote for the players that would take to the field in the Carling Black Label Cup. They could also Be the Coach by making a live substitution on the day of the game. Fans needed the unique code under the cap of a Carling Black Label and a mobile phone to vote for their favourite players.


Describe the results in as much detail as possible.

We received 10.5m votes in 7 weeks.
78% of the fans engaged with the campaign more than once.
82% of the votes came from a new target audience for Carling Black Label.
Over 80,000 fans watched the Carling Black Label Cup live in Johannesburg's World Cup Stadium - with millions more watching on TV.
Carling Black Label saw strong growth in a declining beer market.
The campaign generated over $12.2m of PR for the brand.