Case Studies
Sponsorship can be one of most effective forms of marketing available to brands as they attempt to gain a larger share of voice and mind among consumers.
Case Studies
Sanlam SA Fashion Week - positioning and property selection
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The insurance industry has become a highly commoditised industry along with many other financial services. In order to communicate with clients and potential clients it is vital that they connect with them in a meaningful and differentiated manner.
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Sponsorship Consultancy
Metropolitan SAFA U19 National League
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In late 2005, Metropolitan secured the rights from SAFA to sponsor a U19 National League. This league did not exist at the time and had never existed. After a 5 way pitch, Kaelo was awarded the contract to strategically align the sponsorship and to activate it nationally.
The league included over 6000 teams in 381 SAFA Districts. The SAFA plan was to implement 381 leagues which would produce winners that would advance to 25 Regional play-offs followed by 9 Provincial play-offs. These 9 winners would contest a National Final. The deal was struck in September, Kaelo were appointed in October, the leagues kicked off in November and the national final was planned for April 2006.
Unfortunately, the reality on the ground was that each region was different and operated in a void of SAFA HO; teams were required to participate in a number of other sponsored leagues and were given no incentive to participate.
Simultaneously, Kaelo was preparing a strategic leveraging plan for Metropolitan that aligned its overall communication strategy to the implementation of its SAFA sponsorship.
During this difficult time, Kaelo succeeded in rolling-out the national league in over 80% of the districts, all regional and provincial play-offs took place on time and a national final was successfully held in April of 2006. Kaelo set up district and regional SAFA local organising committees which included Regional SAFA, local government and Metropolitan regional staff. In addition we rolled-out a leveraging strategy approved in December of 2005, which included district level activations, radio and television campaigns, business breakfasts and a very successful ambassadors programme.
To make matters more difficult, part of the leveraging strategy was to only use local suppliers for all catering, hiring and entertainment purposes. To this end over 70 small businesses around the country were sourced, briefed, managed and empowered.
One of the greatest achievements from the 2005/06 Metropolitan U19 National League was the relationship developed between Kaelo staff and the district and regional SAFA offices. That relationship ensured the easiest of roll-outs for the 2006/07 event and has led to many successful activations for Metropolitan. In addition, regional Metropolitan staff engaged closely with their regional SAFA counterparts.