Springboks shirt sponsor MTN launched its #WeGotYouBokke campaign on 9 July to generate buzz, drive support and use the power of sport can unite the nation ahead of the 2019 Rugby World Cup
The initiative, developed with TBWA, was unveiled at an event in Hyde Park Corner’s House Of Events (Sandton,, Johannesburg) which attended by representatives of the brand, fans and former players including Victor Matfield and Akhona Ndungane, as well as current Springbok centre Jesse Kriel and the Gwijo Squad.
The Gwijo Squad, which is made up of professionals and students who sing traditional Xhosa songs and who performed a war cry at the launch, are gaining popularity in supporting the team since making their first public appearance when Springbok captain Siya Kolisi became the first black player to lead the national rugby team last year in June at Ellis Park.
The sound of support for the @Springboks as they launch their Rugby World Cup campaign @MTNza. @GwijoSquad are the future #WeGotUBokke pic.twitter.com/Yj1nqufQmO
— Vata Ngobeni (@Vata_Ngobeni) June 5, 2019
The launch event was followed by the roll out of the campaign’s emotional, youth-focused spearhead spot.
The Springboks sponsorship was also included MTN’s summer long ‘Made For Me Plans’ campaign which ran in parallel to the core #WeGotYouBokke activation.
The campaign urges all South Africans to play a part in supporting the side and uniting the country by sharing their passion and love for the Boks by amplifying the #WeGotUBokke hashtag and participating in a nationwide competition called ‘Join the Boks in Japan’ which also aims to drive MTN upgrades and recharges.
The contest was promoted through video
and social media content.
Rugby fanatics, there’s a lot to look forward to this sporting season. Want a chance to WIN cash,
airtime, data, or #Springbok merch? #WeGotU. Head to https://t.co/kL3a4C35vS and
play our daily Super Trivia for your chance. Join now! #YelloRugby T&C apply pic.twitter.com/CGXG5JRdnF— MTN South Africa (@MTNza) September 27, 2019
Want rewards for recharging? #WeGotU; every top-up with MTN gives you the chance to Kick & Win for additional entries to join the Boks in Japan, and other daily or weekly prizes. Track your entries here: https://t.co/NNo0RrFpi8 or on the MyMTN App. #WeGotUBokke T&C apply pic.twitter.com/P2uVnJs5xC
— MTN South Africa (@MTNza) August 23, 2019
The shirt sponsor is taking an entire plane of fans to Japan 2019 and to play consumers entered via the ‘Kick & Win’ mechanic at www.mtnkickandwin.co.za, or by calling *156*083# or using MyMTN and entries closed on 31 August 2019.
Former Springbok and Blue Bulls ‘Enforcer’ Bakkies Botha, who represented South Africa 85 times and was part of the 2007 World Cup winning side urged fans to get behind the Boks and to enter the competition.
“This is the first time that I have heard of a brand filling up a plane full of fans and taking them to support the national team. The #WeGotUBokke campaign is a driving force behind the Bokke – we all need to do our part in rallying all South Africans to back our boys as they take on the world later this year.”
The competition, which actually began back in June 0219, saw more than 2.6 million MTN customers across the country enter into a series of monthly draws to win the grand prize of an all-expenses-paid trip to watch the Springboks play in the 2019 Rugby World Cup.
This contest mechanic saw thousands of entries a day in the lead-up to the final draw early in September with the bulk of entries secured through MTN customers recharging, upgrading and new account sign-ups accounting for 40% of the total entries.
“We have been overwhelmed with the positive response received from our customers, which is indicative of the passion that South Africans have for the game and the national team,” said Mapula Bodibe, Consumer Business Unit Executive at MTN SA.
“The endorsements we continue to receive from rugby fans, coupled with the sheer volume of entries, shows the support that the country has for the Springboks in the upcoming series and embodies our #WeGotUBokke campaign.”
The core campaign and contest are supporting by in-tournament game streaming
It’s you & the Boks from now until 2 Nov! You won’t miss a moment when you stream the game from your device, wherever you are. #WeGotU with 80GB of data for just R299 PMx24, 40GB for R199 PMx24 & 20GB for R149 PMx24. Lekker, neh? https://t.co/SayKh3Liyy #WeGotUBokke T&C apply pic.twitter.com/2tD54dobGL
— MTN South Africa (@MTNza) September 27, 2019
and low latency game-related social media content.
Don’t hold back on the field, @Springboks. The whole of #SouthAfrica is backing you for the
win. You’ve got this and #WeGotUBokke. #RSAvCAN #Rugby #Bokke #Boks #Springboks#BackTheBoks #GoBokke #Rugga #SA pic.twitter.com/yfp97fyCp6— MTN South Africa (@MTNza) October 8, 2019
True to form, the Boks have given the Canadians a beating. Games like that make you truly
appreciate the @Springboks skills. Keep on going, boys. We support you; you’ve got this and#WeGotUBokke. #RSAvCAN #Rugby #Bokke #Boks #Springboks #GoBokke #SouthAfrica#Rugga #SA pic.twitter.com/LwoBXbUTIG— MTN South Africa (@MTNza) October 8, 2019
Comment:
This combination of a player-led PR launch event, a campaign based around national unity, a ticket-led contest and social media support is the classic template to national team major tournament activation.
And MTN’s campaign takes something of a ‘if it aint broke don’t fix it’ approach.
Links:
MTN
https://www.facebook.com/MTNza
https://www.youtube.com/user/MTNza
https://www.instagram.com/mtnza/
TBWA
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