24/09/2015

Springbok Sponsor ABSA’s #MyGreatestGame Champions Social Change

Springboks shirt sponsor ABSA is leveraging the Rugby World Cup with a campaign called #MyGreatestGame that is less about rugby and more focused on sharing personal stories about making a difference to society.

 

Built on the Springbok values of dedication, commitment and tenacity, this campaign goes beyond rugby and emphasises that you don’t need to be a Springbok rugby player to inspiring others and have a positive impact on your community.

 

The South African Rugby Union’s financial partner is using the power of sport to unite and inspire to call upon all South Africans to ‘play their greatest games’ by highlighting how they are positive agents for social change.

 

The bank’s activation content asks South African’s ‘What’s your greatest game’, incentivises them to share their experiences and then gives recognition to the unsung everyday heroes  – from parents, farmers, teachers and entrepreneurs – who are making a positive difference to the lives of the those around them, to their communities and to their nation.

 

From 11 July up until 15 August, the first phase of the campaign was a competition to win one of 15 pairs of incredible Springbok overseas experiences in the UK at RWC 2015.

 

While the second stage – running between 16 August and the end of the tournament on 31 October – one overall winner will be recognised and rewarded with a personal Springbok player visit to their own community project or a charity of their choice.

 

The campaign is hubbed around a digital site – at https://www.mygreatestgame.co.za/ – hosting all the stories shared from right across the country.

 

The brand is also using its social channels – from @ABSA and the hashtag #MyGreatestGame on Twitter, through to its Facebook page and YouTube channel – to spread the workd and incentivises engagement and sharing.

 

People are also able to participate by visiting one of six  interactive pods at all Springbok international matches and placed in shopping centres across South Africa.

 

These pods are set up at Newlands Rugby Stadium (11July), Canal Walk Shopping Centre (12 July), Sandton City (22 July), Emirates Airline Park (25 July), Gateway Shopping Centre (5 August) and Growthpoint Kings Park (8 August).

 

ABSA, a finance outfit under the Barclays Africa umbrella group, worked on the initiative with Jupiter Drawing Room.

 

At the heart of the ad campaign promoting the initiative were 60- and 30-second TV spots saluting South Africans who play their greatest game every day.

 

The flagship 60-second commercial, rolled out on 16 August, argues that one thing that ties South Africans together ‘isn’t a common denominator, it is not culture, nor is it our interests’, but it is ‘how we live our lives’.

 

 

Further supporting spots focused on individual fans outlining their own #GreatestGame.

 

 

 

The campaign also encourages fans to share their own #GreatestGame through the various other channels,

 

 

 

 

The TV work was supported by outdoor and billboard executions, press ads and online media – all driving viewers to visit MyGreatestGame and share their stories online.

 

‘ABSA is committed to helping South Africans to prosper and achieve their ambitions in the right way,’ explains Barclays Africa head of marketing David Wingfield.

 

‘This is one of the cornerstones of our brand ethos. Through this campaign we want to recognise and reward ordinary South Africans for the positive impact they are making in their own communities every day.’

 

Wingfield believes that there are huge numbers of South Africans who are catalysts for positive change without even realising.

 

‘We need to unearth their stories, not only to recognise some of these individuals but to motivate others to make their contribution to society as well. Whether you captain the national rugby team or are running a fledgling small business, whether you coach the Springboks or are a care-giver at your local hospice, whether you are running towards the try-line on the world’s greatest stage or running to catch the bus, we all share a collective ambition – to make South Africa great and inspire our nation to play its greatest game.

 

The banking partner is also activating around the team during the tournament itself through content-led, action-related social support.

 

This not only includes the pre-game build up

 

 

and in-game,

 

 

but also continuing to support the side in tough times and after defeats

 

 

 

Which enables the sponsor to expand on the #GreatestGame idea and connect it to values like ‘unity in adversity’ and ‘never giving up’.

 

Comment

 

This activation feels like the answer to the question ‘When is a rugby campaign not a rugby campaign?’

 

But it is none the worse for that.

 

It’s depth, breadth and ambition is impressive.

 

In fact, not only is it meaningful, but it also dovetails with one of the wider trends at RWC 2015 – namely that so much activation has focused on the mass market and the community, rather than target the traditional, core rugby segment.

 

South Africans, perhaps more than any nation, are well aware of the power of sport in general (and the Rugby World Cup in particular) to inspire and unite – even those uninterested in rugby are likely to remember Nelson Mandela walking out at before the start of the final in 1995 wearing Springbok captain Francois Pienaar’s jersey in what was a significant act of national reconciliation and unity.

 

The ABSA campaign is a great response to the original brief which was: ‘Whether you captain the national rugby team or are running a fledgling small business, whether you coach the Springboks or are a care-giver at your local hospice, whether you are running towards the try-line on the world’s greatest stage or running to catch the university bus, we all share a collective ambition – to make South Africa great and inspire our nation to play its greatest game.’

 

Links

 

ABSA My Greatest Game Website:

www.mygreatestgame.co.za

 

ABSA YouTube:

https://www.youtube.com/user/AbsaBankLtd

 

ABSA Twitter

https://twitter.com/Absa

 

ABSA Facebook:

https://www.facebook.com/Absa.Bank

 

ABSA Google+:

https://plus.google.com/+AbsaBankSA

 

ABSA Website:

http://www.absa.co.za/Absacoza

 

South African Rugby Union Website:

http://www.sarugby.co.za/

 

South African Rugby Union Twitter:

https://twitter.com/Springboks

@Springboks

 

South African Rugby Union Facebook:

https://www.facebook.com/springboks

 



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