Carling Black Label wanted to leverage their upcoming involvement in soccer and use it as a way to attract new consumers. The brief asked for an unconventional solution instead of executing a generic soccer sponsorship package.An insight was uncovered in research that informed our approach: South African soccer fans felt that they knew their team better than anyone else, but their cries from the stands, couches and living rooms had always fallen on deaf ears.So, Carling Black Label rewarded soccer fans by giving them the chance to use their mobile phones to vote for the players that would take to the field in the Carling Black Label Cup between Kaizer Chiefs and Orlando Pirates. Using a unique underliner code, they could literally Be the Coach by selecting the players and making a live substitution on the day of the game.The Carling Black Label Cup changed the way a game of soccer is played and, at the same time, brought the brand property of reward to life for anyone participating as a coach in the Carling Black Label Cup.The effectiveness of the campaign was maximised by utilising a wide range of channels including TV, PR, Radio, Press, Digital, Mobile, On Pack advertising and Point of Sale to drive participation.PR was effectively used in TV, Press, Digital and Radio to further amplify and manage what soon became a controversial and much spoken about campaign.

The goal was to increase market share for Carling Black Label by attracting new consumers to the brand and rewarding existing loyal consumers.The primary target was a younger, previously untapped audience in South Africa.Research into the target audience revealed 2 things:1. They were passionate soccer fans.2. They felt that they knew their team better than anyone else, but their cries from the stands, couches and living rooms had always fallen on deaf ears.The Carling Black Label Cup effectively tapped into these insights to achieve the goal of increasing market share.

Media interviews, press and online were used to amplify the contract announcement on 23 May 2011.Traditional media (including national news and interviews), social media, online media, bloggers and a national roadshow generated interest and increased participation from 23 May 2011 to 22 July 2011.Televised VIP interviews with players and celebrities amplified the Carling Black Label Cup on 30 July 2011.The campaign was adapted to accommodate the opinions of the coaches of the teams, who were vocally opposed to handing the power of team selection to the fans. We saw this as a unique and authentic opportunity to demonstrate the power of the campaign idea.

The campaign generated over $12.2m of PR for the brand.We received 10.5m votes in 7 weeks.

78% of the fans engaged with the campaign more than once.82% of the votes came from a new target audience for Carling Black Label.Over 80,000 fans watched the Carling Black Label Cup live in Johannesburg's World Cup Stadium - with millions more watching on TV.Carling Black Label saw strong growth in a declining beer market.

The brand strategy for Carling Black Label has always been about rewarding South African men and making them feel like champions.In planning this campaign, rather than simply sponsoring an existing sporting occasion, we saw it as an opportunity to create a world first event that would activate the brand property of reward, bring it to life for new and existing consumers and literally make them feel like champions.

PR was needed to amplify and manage the increased level of engagement given to South African soccer fans by Carling Black Label.The idea was positively received by soccer fans, who were pleased to finally have a real say in the teams that they loyally supported.However, soccer traditionalists and the coaches of the teams often expressed dissatisfaction with the Carling Black Label Cup. PR was tasked to manage this conversation and use it to amplify the idea.