While branded entertainment is not particularly common within the South African traditional landscape, there are very few limitations in terms of what can be done. Working with stations and broadcasters to deliver valuable content to the viewer is key and the main challenge for brands. Normally these executions are short 2-3 minute inserts, making the Ke Yona campaign an exception.

We used the passion of amateur players and fans to transform the Nedbank Cup sponsorship into an opportunity to realize their dreams.

The tryouts were turned into a 12-part TV series, supported by a weekly insert on popular football TV and radio shows. Additional branded content online and on social media allowed fans to follow their favourite players.

The Ke Yona Team was announced live and came face to face with football giants, Kaizer Chiefs whose popularity opened the fan base up even more. The live match drew a stadium audience of 28 000, with millions glued to their TVs.

The Ke Yona Team captured the country’s imagination. A television and radio audience of 30 million tuned in each week to follow their favourite players and watch their stories unfold.

Using multiple channels to fuel the buzz, we generated 900 million media impressions and $5.5 million in earned media.

The final match between the Ke Yona Team and Kaizer Chiefs saw 28 000 people filling the stadium and more than 2 million people supporting the game on TV.

In the first 5 months of the campaign, 526 697 new Ke Yona accounts were opened.

9 players have already been signed by Premier League Football teams in South Africa, proving that with Nedbank, you can achieve your goals.