PROJECT: Star Football – #ShineOnNigeria 2014
Research: Star Lager, Nigeria’s leading beer brand from the stables of Nigerian Breweries Plc., needed to establish itself as the undisputed leading football sponsoring brand in Nigeria, and by so doing connect with, and engage its passionate football loving consumers.
Insight: Our research profiled the target audience for this project as passionate football enthusiasts, Passive football lovers with patriotic sentiments, and existing and potential STAR consumers. The FIFA World Cup 2014 was the ideal opportunity for Nigerian Breweries to leverage a huge sporting event enjoyed by the target audience.
The Task: Nigerian Breweries approached Mediacraft Associates for a compelling PR support plan that would:
Create top of mind awareness (TOMA) of the STAR Lager brand as a major sponsor of the 2014 World Cup, through broadcast rights to show all the matches on DSTV
Generate a widespread awareness of, and buy-in to, #ShineOnNigeria as the STAR-sponsored rallying call for Nigeria’s participation in the 2014 World Cup
Engender optimal fan participation in all such activities, and
Generate talkability for STAR and #ShineOnNigeria beyond the World Cup
Strategy: In response to this brief, Mediacraft Associates came up with a two Phase campaign, ‘Trip To Brazil Promo’ and ‘The #ShineOnNigeria campaign’, executed on Traditional and Digital media.
Execution: The campaign was executed in three stages appropriately tagged Attract, Involve and Recognize.
At the Attract Stage Mediacraft deployed Drip-fed reports of celebrity endorsement, leveraging the on-going Star Music Trek, another sponsorship property of STAR; Launched the #ShineOnNigeria hashtag across the major Social Media platforms (Facebook, Twitter, Instagram, etc.); Hoisted a www.shineonnigeria.com website; staged Formal Launch event of STAR’s 2014 World Cup Activation; Announced STAR’s partnership with DSTV to broadcast all the 64 World Cup matches on DSTV; Facilitated Send-forth event for the 11 winners of the STAR ‘Trip To Brazil’ winners; Unveiled the iconic visual for #ShineOnNigeria and told the story of its association with the STAR brand; instigated a Simultaneous home page and social media background takeovers on major news blog platforms (Bella Naija, Goal.com, mastersports); Unveiled the #ShineOnNigeria ambassadors; Announced the STAR Fan Parks, and deployed Radio hypes & appearances.
During the Involve Phase, Mediacraft Associates secured a Partnership with Selected TV/ Radio presenters to sign-off programmes with #ShineonNigeria chant and selected sports newspaper columnists (reporting from Brazil) to have #ShineonNigeria imprint on their columns; deployed Inspired interviews/ newspaper features/ news & photo stories around ambassadors and celeb appearances at Fan Parks; Got fans at the #ShineOnNigeria photo and video booths at Fan Parks to dedicate video shout outs to their favourite teams; Captured and syndicated videos of celebs’ reactions during matches at fan parks, and engendered Online conversation with radio stations with strong digital presences.
For the Recognize Phase a grand Arrival ceremony was staged for Star fans ‘Trip To Brazil’ winners; Inspired features and commentaries, News and photo stories were deployed in tier one publications, TV and radio.
Evaluation: The campaign was largely successful as #ShineOnNigeria remained a topic of discussion in sports circles several months after the campaign. Both #ShineOnNigeria campaign and the Trip To Brazil Promo enjoyed massive reportage in National Newspapers, Online News Blogs, TV and Radio news programmes throughout the duration of the campaigns.
The campaigns also engendered massive Online and Offline engagements with consumers on the different platforms.
Nigerian Breweries Plc