Following a month of 'Shosholoza Bokke' on-the-ground activations countrywide and a national advertising campaign, Vodacom launched a heart-tugging television commercial showcasing South Africa's support for Springboks.
The 40-second TVC features more than 2 000 videos uploaded to vodacom.co.za/rugby and vodacom.mobi/rugby after Vodacom asked South Africans to film themselves singing 'Shosholoza' and share their support for the men in green and gold.
It opens with just one video playing to full screen size. This is soon replaced by another, and then another. The screen then divides into four, eight, 12 ... and so on before the shot pulls back to reveal a stadium packed with virtual supporters and the Bokke lining up on the field. The big difference is that only the Springboks are there in person; the supporters are virtual, there courtesy of Vodacom.
The commercial is the culmination of a month-long campaign developed by Vodacom's marketing communication agency, Draftfcb Johannesburg. The idea was to capitalise on the fact that 'Shosholoza' has become part of the national consciousness, especially rugby consciousness, since the Springbok's were victorious on South African soil in the 1995 competition.
The agency launched a nationwide campaign using television, radio and print to encourage fans to upload a video of themselves singing Shosholoza to Vodacom Rugby's web site.
Said Draftfcb Johannesburg executive creative director, Gareth Paul: "The response to the call to action was fantastic; Springbok supporters really pulled out all the stops to show the Bokke just how much they appreciate them.
"One guy was shot singing Shosholoza on the Great Wall of China, two okes sang at Lake Malawi ... and all the guests at a wedding sang their hearts out at the reception while the groom was removing the bride's garter! Can you believe it!
"We received some amazing footage, which we showed to the Boks when they received their tablets yesterday (Wednesday August 31), and they were blown away by the trouble people had taken. It was a monumental job to bring this campaign to fruition, but everyone involved did a great job.
"Hat's off, too, to South Africans everywhere: with this commercial, you've certainly lived up to 'Power to You'."
Vodacom South Africa Managing Executive of Marketing, Enzo Scarcella, added: "The campaign goes beyond simply alerting consumers to the fact that Vodacom, as one of the associate sponsors of the Springboks, is helping the squad prepare for the upcoming clash.
"It shows that, with Vodacom and its technologies, South Africans have the power to add their own voices to those already supporting the Bokke regardless of where they are in the world, or whether they are at work, out having fun, travelling or at home. By association, they can utilise this power - the power of connectivity, mobility and usability - in their everyday lives to enrich them, make them simpler, and add value in whatever way they want."
The ad as well as all the videos uploaded by Bok supporters can be viewed on vodacom.co.za/rugby
Client: Vodacom South Africa - Managing Executive: Marketing, Enzo Scarcella
Agency: Draftfcb Johannesburg
Executive Business Director: Romaine Mackenzie
Group Account Director: Struan Bourquin
Account Director: Tanya Taylor
Chief Creative Officer: Brett Morris
Creative Director: Gareth Paul
Senior Art Director: Alan Lewus
Senior Copywriter: Morne Strydom
Agency Head of Production: Rachel Andreotti
Production Company: Riverstone Films
Director: Jeremy Holden
Executive Producer: Saffron Doran
Producer: Gaye Leong