Standard Bank’s AFCON 2015 campaign, called ‘How Deep Is Your Passion’, was launched by a TV spot called simply ‘Bread’.
The TV strand of the bank’s tournament activation was edited by Kayleigh Kinnear and post production was by Orchestra Blue Post Production
Standard Bank, the Official Financial Services Sponsor to the Confederation Africaine De Football (CAF) competition until 2016, fronted its AFCON activation, in harness with agency Octagon, through the Standard Bank Trophy Tour.
This saw the cup itself toured through eight key Standard Bank countries in order to drive consumer engagement and extend Standard Bank’s CAF sponsorship to these target markets.
The trophy tour program aimed to drive trial, to encourage product usage, to maintain loyalty and retention and also to provide destination management and hospitality opportunities for consumers, staff and key stakeholders.
The 2015 tour aimed to give fans a chance to get behind their favourite team and show off their passion and thee physical tour was supported across social media – particular Facebook and Twitter where fans were encouraged to ask questions of the stars and discuss tournament related topics with one another.
The campaign used the hashtags #AFCON2015, #SBMovingForward, #HowDeepIsYourPassion?,
Standard Bank’s social topics included ‘How deep is your passion? If you could build your dream #AFCON2015 team, who would be your top five players?’
Standard Bank also backed the Official Player Escorts and it extending its activation in the player escort space from the previous AFCON tournament both via video,
Its 2015 work builds on its powerful activation from the previous tournaments from 2010
Its current partnership stretches across a host of CAF competitions including:
– Orange Africa Cup of Nations – biannually: 2010 (Angola), 2013, 2015, 2017
– African Nations Championship (CHAN) – 2009, 2011
– Orange African Youth Championship (Under20) – biannually: 2009, 2011, 2013, 2015
– Orange CAF Confederations Cup – annually: 2009 to 2016
– Orange CAF Champions League – annually: 2009 to 2016
The sponsorship was driven by Standard Bank’s growing presence as a leading emerging markets bank on the African continent and at the same time an appropriate key sponsorship as the bank has the largest banking presence in Africa.
As CAF showcases Africa’s accomplishments through tournaments that attract continental and global audiences, Standard Bank feels it is able to reflect this in its own fields and to make meaningful connections with the communities in which we operate.
Its CAF sponsorships aim to build and expand brand awareness and establish positioning in Africa.
The sponsorships have different goals in each of the 19 different countries Standard Bank activates in.
Sponsorships are a key tool of both Standard Bank Group’s social responsibility and marketing communication strategies.
The concept of ‘development’ is key to all of its sponsorships which are based around initiatives that support community upliftment across both sport and art.
Standard Bank’s other sponsorships range from backing Iron Man in South Africa (through which it emphasises its values based around hard work, dedication, endurance and commitment).
It also supports a range of arts and culture properties from the Standard Bank Gallery to thee Standard Bank (theatre-based) Annual Young Artist Award
It also sponsors jazz festivals.
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