Branded content in South Africa is an untapped resource. In a country where Facebook penetration is only 10% relative to the population, and only 12% of the total population have Internet access, branded content is still a novel media channel. However, as Internet access and smartphone usage increases, so does the appetite for useful and relevant digital content.

Both the Broadcasting Complaints Commission of South Africa (BCCSA) and the Advertising Standards Authority (ASA) regulate branded content, however our execution did not contravene any of their regulations, which mainly deal with lewd, profane or prejudiced content.

What better way to be reminded of an upcoming game and woken up on game day, than by having one of your rugby heroes give you a wake-up call on your mobile phone?

We got iconic players to phone fans and remind them that the match was on. Bok players were recorded doing their own wake-up calls, and we sent these out to fans 48 hours and one hour before each Springbok match.Fans could sign up for the app on the Springbok team Facebook page, as well as sign up their friends to receive calls.

The app was a huge hit. Close to 5,000 calls were sent out and over 10,100 visitors interacted with the app. It received 3,800 ‘likes’ and 22,000 page views, in a country where internet access is limited to 12% of the population.

Most importantly, we got the Facebook community talking about our app and engaging with our client’s brand. The campaign was so popular that Shield became known as the anti-perspirant of choice for Springbok rugby players and fans alike – becoming the no.1 selling product in its category over the promotional period.