1

Mobile Entertainment Africa 2012

Mobile Branded Entertainment with Carling Black Label Lynne Gordon, General Manager Brandtone @lynne_gordon

the coach”

With credit to our valued partners at

2

Creating a whole new way for consumers to experience soccer, powered by Carling Black Label the coach”

3

the coach”

Real insights into consumer passions & the brand

Accessible mobile entertainment

Integrated campaign execution

WOW experiences on mobile

1

2

3

4

4

South Africans are crazy about soccer 63% are avid soccer fans, and 80% of these are fanatics, spending time weekly supporting their teams

Real insights into consumer passions 1

Source:

5

Every man believes that he can do a better job than the coach Shouting from the stands or from his couch, his voice goes unheard

Real insights into consumer passions 1

6

Carling Black Label allows every fan to “Be the coach” Creating new experiences for champion men, from the Champion Beer

Real insights into consumer passions 1

7

The challenge:

How to we make it possible for every Champion man to coach their team?

Accessible mobile technology 2

8

Mobile is everywhere 27 million South African adults own a mobile phone

Accessible mobile technology 2

Source: AMPS 2011b

9

Smartphones are not yet pervasive Only 16% of mobile phones in SA are smartphones. 25% are internet capable.

Accessible mobile technology 2

Source: 2011

10

Everyone can play! SMS, voice and USSD are pervasive and familiar – anyone with a mobile phone can coach their team!

Accessible mobile technology 2

Source: AMPS 2011b

11

Dial *120*764*code# to be the coach Entry linked to codes on pack ensures a direct link to purchase of the Champion Beer to make your vote

Accessible mobile technology 2

12

Vote for your players A simple USSD menu captures one vote for every code entered as you coach your favourite team

Accessible mobile technology 2

13

For the first time – YOU can be the coach! Teams chosen BY THE FANS are selected and reported weekly

Accessible mobile technology 2

14

Massive awareness via an integrated ATL media plan TV, print and radio brought the message of “be the coach” to consumers

Integrated campaign execution amplifies the idea 3

15

Created a conversation around the fans votes Soccer Zone and Daily Sun covered the progress of the team selection

Integrated campaign execution amplifies the idea 3

16

Captured the imagination of the media R80milllion of PR coverage brought news of selections to the fans

Integrated campaign execution amplifies the idea 3

17

Digital media provided deep engagement opportunities Facebook and .mobi allowed fans to learn more

Integrated campaign execution amplifies the idea 3

18

Your vote makes a difference Consumers entered on average 18 times to have their say on the game!

WOW consumer experiences 4

19

A call from your heroes Interactive Voice Calls initiated to frequent participants from Lucky Lekgwathi or Itumeleng Khune

WOW consumer experiences 4

20

Your team takes the field at Soccer City A magical event, attended by over 90,000 fans, and viewed by millions more live on SABC1

WOW consumer experiences 3

21

Dial to substitute a player, live 1 player from each team substituted after half time, by the Champion coaches

WOW consumer experiences 4

22

Over 20 million mobile engagements from over a million Champion men

The results 5

Over 20 million votes in just 12 weeks

23

New consumers engaged by the brand 82% of engagements came from a new demographic for Carling

The results 5

24

Positive brand equity impact with positive growth in brand perceptions amongst all key audiences

The results 5

25

Increased brand share in a competitive & increasingly fragmented market

The results 5

26

Memorable entertainment experiences on mobile from a leading SA brand

The results 5

27

Lynne Gordon, General Manager Brandtone @lynne_gordon lynne.gordon@brandtone.co.za

the coach”