#Limitless shoelaces were created as a symbol of support for women’s football, inspired by the infinity figure that is made when laces have been tied and what that symbol represents - Limitless potential.

Designed to act as a catalyst to mobilise and empower women through the game, we used this symbol and theme to inspire the country, with the Banyana players wearing them on their boots, as they strived towards their ultimate goal of South Africa's first qualification of a FIFA World Cup.

#Limitless was about football acting as a positive catalyst in changing perceptions and behaviours for positive outcomes.

If a nation could change its attitude towards women's football, women's empowerment holistically would be meaningful taking a step forward.

INSIGHT

While women's football has made giant strides in first world markets, funding and coverage was still significantly lacking in South Africa.

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According to Statistics South Africa, women still remain relatively unrepresented in positions of power.

STRATEGIC PLATFORM

#Limitless was utilised as a mantra that takes women’s football (and sport) in South Africa to new levels, with elevated stature and the promise of unlimited potential. Using Sasol's sponsorship as a national empowerment driving platform.

The conversation device and movement to:

• Inspire and entice participation through inclusivity

• Bring gritty authenticity in a refreshed identity (same game)

• Elevate national team players to aspirational role models

• Create inspiring stories

• Mobilise support for the national team to help them qualify for the FIFA World Cup

The #Limitless campaign was launched with the lead commercial and Limitless song at a Facebook Live broadcast event in Johannesburg on the 29th May 2018.

The lead 60’, a primarily digital focused piece was aimed at resonating with interested football players and dormant Banyana fans was driven by the song - where the creative manifesto was evolved into lyrics and performed by hip-hop artist, Rouge. It was adopted by Banyana as their anthem and became the soundtrack for the women's game across the country

#Limitless social media posts, including three story films and a hero Facebook canvas execution to learn the song lyrics were published across Sasol platforms and amplified by SAFA and the players. Content covered campaign-themed pieces, the Sasol League and Banyana.

When Banyana arrived back in December from Ghana, having qualified for the FIFA World Cup for the first time, we surprised them with an emotional reception.

#LIMITLESS RESULTS:

REACH

- 656M impressions

- R52M coverage across TV, radio and print

- Over R100M in total for online AVE value – 300% YOY increase

- Over R224M PR value generated including 86 news pieces

- 166,781 average eyeballs per piece of coverage

ENGAGEMENT

- Over 1M video views

- 134% YOY increase for support of Banyana Banyana on social media platforms

- 333% YOY conversation increase for women’s football

- 35,401 social media shares

- 10,000 pairs of laces distributed across 52 events

IMPACT

- National participation figures up to 456,000 (from 200,000 in 2016)

- Interest for women’s football ranked in the top 10 across all sports for the first time

- 14.6% Awareness of Sasol as a sponsor of women’s football – highest ever recorded in women’s sport in South Africa

- #Limitless provided Sasol with the most positive brand sentiment in 2018