Absa Sponsorship

Team of millions

Our recommended “We are growing” track created media buzz and solidified the campaign, which was also well-received by SARU.

Base2 won the award for Best Use of Digital Communications in Sport at the 2012 Virgin Active Sports Industry Awards for the Team of Millions campaign.

We needed to

Create the core digital platform for Jupiter Drawing Room’s initial 360 degree Team of Millions (TOM) idea.

Build on the brand positioning of “Better Together” to produce real moments of connection with Springbok fans through their photo uploads and to enhance the commitment and affinity among existing and non-existing consumers – particularly emerging black consumers.

We did

We wanted to have as many entry points as possible to create the biggest Springbok team photo ever, inviting the nation to take their place in the TOM.

As the official team sponsor of the Springboks, Absa’s campaign celebrated all South Africans and invited the nation to take their place in the Team of Millions.

Although the Team of Millions (TOM) site formed the campaign’s core platform, our strategy was engineered to reach as many sports fans as possible by giving away prizes and using several entry points such as placing our TOM application on the SARU and Absa Facebook pages and making it possible to submit photos via mobile phone.

We achieved

We also set up countrywide mall activations where people could have their photo taken and uploaded for them. Our call to action; Take your place in the Team of Millions was developed to instil a sense of pride and patriotism for South Africa and the Springboks.

After uploading, we sent trigger emails to fans confirming that their photo had been uploaded, where they could find themselves and their friends in the photo and how to refer more friends. Other placements included media banners and a SuperBru pool.

The site included a section with local celebrities’ messages of support for the Bokke plus a CSI section for the Walter Sisulu Paediatric Cardiac Centre for Africa.

To retain and grow our digital community through relevant additions, we added a green and gold bokkie-beard Twibbon section for Boktober and linked the site to Absa’s Student Curious campaign.