2018 was a ground-breaking year for Cricket South Africa, with the sport’s governing body finally realising its dream of staging its very own world-class T20 league.
The Mzansi Super League took place across the country in November and December, with six franchises fighting it out for the inaugural title.
But CSA had a challenge on its hands – how best to communicate the essence of the Mzansi Super League and what would differentiate it from the T20 leagues that had preceded it around the world. That’s the likes of the IPL, Australia’s Big Bash, and the Caribbean Premier League.
Enter Street Network and a campaign that rolled out across strategically-located bus shelters in Gauteng, KwaZulu-Natal and Port Elizabeth in November and December.
“With the Mzansi Super League all about being ‘fast, fun, and for all’, the objective of this campaign was to drive attendance at the games, which were great family outings, and to drive TV viewership,” says Jonathan Everest, Head of Sales at Street Network.
The campaign creative included pushing consumers to SABC 3, with every game of the tournament shown on the free-to-air broadcaster. This itself was ground-breaking, with the game taken into the houses of millions who had previously never had the privilege of watching high-quality domestic T20 cricket.
As many as 3.4 million people tuned in to SABC to watch the opening weekend of the league, and according to CSA, the average television audience per game was 1.6 million in South Africa.
Further to this, the campaign was effective in reaching over 1.5 million people in Gauteng alone – approximately 12% of the province’s total population – and delivering around 18.3 million impacts with an average frequency of 12. (ROAD2015/16/17C)
“This was a solution that amplified and extended the reach of the campaign, encouraging consumers to not only make a purchasing decision and attend a game, but also engage with the product on an alternative platform – television,” says Everest. “Suffice to say that this campaign was successful in attracting high levels of brand awareness.”
This was largely due to the ability of out of home media to deliver tangible results, with Nielsen’s 2017 ‘Poster Advertising Study’ reporting that of the sample surveyed, 18% admitted attending an event advertised, whilst 19% said they watched a TV program advertised. Further to that, 46% reported searching online for more details concerning the advertised message.
This points to the real value that OOH can deliver, not only driving brand awareness and ‘top of mind’ recall, but also search and a purchasing decision.
To find out how Street Network can help your brand deliver effective out-of-home campaigns nationally, contact info@on.co.za
Follow Outdoor Network on Twitter @outdoornetsa, Facebook @OutdoorNetworkSA, on LinkedIn or visit www.streetnetwork.co.za
