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
Shield Shoot-out – positioning and intricate negotiation
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As part of the implementation of the Shield Shoot-out in 2005, Kaelo negotiated a rights deal for Shield with the PSL as well as the event sponsor SAA.
As part of the deal, Kaelo were charged by SAA with including SAA in the promotion. To this end, Kaelo secured R1m worth of funding toward a joint marketing and advertising campaign giving SAA shared association with Shield to the value of R3, 9 million across both SABC TV and Radio alone.
The entire added value is outlined below:
- SAA mentions on a call-to-entry radio campaign ran for two months across all ALS stations reaching 12,5 million listeners
- SAA branded point-of-sale material that was placed in the 400 best performing stores throughout South Africa
- Promotional material that began in June, providing a long lead-in time before the start of the SAA Supa 8 competition
- SAA mentions and logo’s on a TV promo campaign that was broadcast for two months across SABC channels
- An exposure value return in excess of R500 000 for the seven televised inserts of the shootouts
- Fortnightly coverage in Kickoff Magazine for 4 months.
This equated to an extremely profitable return on SAA’s investment of R1 million to the campaign.
Shield Target Market
Demographics:
- Male
- 25– 35 yrs
- LSM B
- With some spill-over into LSM A
- Males who don’t want to make excuses for being a man, but also don’t want to be seen as Neanderthals
- Men who lead active lifestyles and care about their own self esteem and how others see them
- Confident, intuitive and gutsy
Kaelo negotiated the rights with the PSL and SAA and in addition negotiated a broadcast deal with SABC Sport which saw the shoot-out televised during half-times of the SAA Supa 8 matches, with the final shoot-out broadcast on MTN SoccerZone the Monday after the final. This was perhaps the most intricate and challenging part of the deal.
Shield Shootout Series Activation Idea
- The fundamental idea was to associate the Shield brand and its benefits with ‘make or break’ moments in the context of soccer, specifically penalty shootouts.
- Penalties are the most distilled form of 'Make or Break' in sport and therefore were a great property for Shield to “own”.
- A penalty is a ‘hyper-real’ situation where the player’s physical skill and mental astuteness are tested to the maximum.
Shield Shootout Series Activation Objectives were to:
- To further entrench Shield’s position as the top efficacy deodorant brand in South Africa by offering the consumer unbeatable protection, ensuring they are left cool and confident all day.
- To communicate Shield’s masculine position.
- To target the fan, not the participant.
- Own make or break moments in the eyes of the consumer.
The Mechanics of the Shootout:
Entry was driven by a sizable TV, radio and print campaign. Consumers entered their team via an IVR line, first having to purchase selected Shield product. Selected teams of