I am one of the biggest football fans on the interwebs. By now I am sure you also know that I love a dop or 2 every now and then and there is nothing that communicates football and fans more than an ice cold pint! While the players are warming up before the game with some short sprints, stretching and passing drills, you can expect to find fans like me at the bar, doing the same with a couple of draughts!
If you know me well enough, you will also know that Black Label is one of my preferred brands when it comes to the beer market. It started out as a childhood habit, but the brand has come a long way with me and It perfectly fits what I am about. Good value for money (always the cheapest beer on the jol), sweet taste, innovative marketing strategies, and, in recent years their link to football has become more and more focused!
The Carling Black Label Cup 2011 with showcase the talents of the South African football fans as coaches, allowing us to choose the starting lineups, as well as 1 possible substitution for either side throughout the game! Knowing the Chiefs and Pirates fans this is going to get one Hell of a reception & I really like the concept, advert and execution! Seeing as though the great Ruud Gullit is once again the man endorsing the event/brand, it is sure to be yet another successful campaign by one of the market leaders in the beer category for SABMiller, Carling Black Label.
But, is this seen as a replacement for the Telkom Charity Cup, which was bottled earlier this year? Do you feel that it is right for the supporters of the other sides in SA, who will now not get to see their favourite sides in action during what was an awesome festival event in the past for players and fans alike?
The teams that we as fans choose will lock horns at Soccer City on the 3oth of July, in an attempt to become the inaugural Champions of this first of it’s kind football event! As far as I know it was Ogilvy – Cape Town responsible for the campaign? I must say, a job bladdy well done, big up guys! Find out more about the event here – Carling Black Label: “Be The Coach” campaign.
Another thing I thought about was the fact that black label are dominating when it comes to the sports sponsorship department. Fist the ever popular Varsity Cup, now catching on to the 2 biggest football sides in the country? Maybe a nice brand for me to approach about the @FivesFutbolSA Cape Town Blogger’s Cup, which I will be organising as soon as the V&A Waterfront site is up and running in July… Watch this space!
Be The Coach Facebook Page [click here]
All well and all, but how do they plan on getting the substitutions right?
@justin: Well throughout the game they will probably look at the most votes via sms to see who a) the fans want off and b) who they want to replace that player! The dilemma: Pirates fans can vote for who they want to come off for Chiefs and visa versa :p
No, I think the dilema is that in PSL locals are KNOWN, form the first minute, to wrap their hands round one and other in a circular motion and sway them in the air screaming “sub sub sub”…
I don’t really get it; it is a great idea and all, but logically does it make sense to be able to “in the moment” vote via sms for a substitution?
The chiefs coach thinks it’s a little silly – personally I think it’s quite cool. I just think Ogilvy could have understood PSL a little bit more and turned it into a competition to get the fans down to one coach and one manager and one assistant. Then during the game the decisions are up to them rather than the crowd – as I think that is the illogical step in this process.
Just my opinion anyway, will be watching it for sure to see how it turns out. Quite excited!
@Justin: That is a very true statement, especially about the muppets that wave their hands saying “Chincha” (change) and “Dlali Kaka” (He Plays Kak) hahaha. I remember years ago when Kenny Niemach of Kaizer Chiefs got abused so much by the fans, the coach actually did listen. Mind you he was playing kak! The PSL fans are very, very erratic and make decisions according to how pissed they are at times 😉 I like the idea to have one top fan (who is voted for) represent the entire fan base, as decisions will be a bit more structured and not so erratic. STILL, I must admit I really like the campaign and idea!
From the minute the game starts till the 6O minute mark the fans, at home, at the pub and at the stadium can send in their votes to enforce the substitution.
Just bear in mind that this is a 5year contract and that new innovations will be introduced every year. The thought of one coach and manager etc etc hasn’t slipped our minds. These are huge institutions (chiefs and pirates) and they’re rewarding their fans with the chance to be the coach and vote for their best 11 and influence the game with a sub. So if you think of the bigger picture, That’s really not such a let down.
Being part of the Ogilvy team we really appreciate getting feedback, any kind. Thanks dudes
Awesome. I never had a problem with it, I think it is an excellent move from you guys (Ogilvy, Chiefs, Pirates, Black Label). Look forward to seeing how it all works out! I am thinking a little wager on who the fist replaced players and their respective subs will be…
It is on record that this event and concept was first pitched to Chiefs under NDA in Dubai 2005 by Boost Sports International. All the interfacing mechanisms are resolved by Boost as they have an IT guru of note as part of Boost Team (UK and SA). Oglivy just needs to ask Jessica at Chiefs….oh and Supersport (Gert Roets), SABC the PSL (Trevor and Ronnie) and SAB…Much more to come come chaps this is going to be a very exciting time for fans of football rugby and cricket…
Awesome shot for that Bruce…Why on earth did they wait so long to implement then?
we all know that timing is king. it is understood that existing contracts were in place and big budgets allocated to 2010…
Yip, awesome move by @BlackLabelsa! Pity Isaac Chasa has been injured and the Pirates Captain will miss the clash!
I have been trying to send unique numbers starting with the number 4, and get a respond that indicate those numbers are invalid. Can you please explain to me how come some numbers printed by the same company are invalid. Your response will highly be appreciated in this regard. Cell no: 0723182301
I have no idea, I would suggest contacting Benj (benjamindevilliers@gmail.com) he was involved in the campaign creation.