Banyana Banyana, South Africa’s senior national women’s football team, has gone from strength to strength thanks to Sasol’s ongoing sponsorship and partnership with the South African Football Association (SAFA).
Sasol Banyana Banyana
Energising Banyana Banyana For The FIFA Women’s World Cup
Campaign Goals
- Drive Favourable Brand Exposure for Sasol
- Elevate Perceptions of Women’s Football
- Create A Culture of Support and Respect for Women’s Football
- Create Brand Love for Banyana Banyana
Project Deliverables
- Campaign Strategy & Concept
- Competition Mechanics & Roll Out
- Photography
- TV Commercials
- Radio Adverts
- Social Media Assets
- Media & Squad Announcement Templates
Sasol’s love and support of women’s football have created numerous opportunities for the team to participate in international tournaments. Each victory has blazed a trail of hope in its wake, illuminating the path for young girls to chase after their dreams.
The team’s stellar performance in the 2022 Women’s African Cup of Nations final culminated in one of their proudest moments thus far – qualifying for the 2023 FIFA Women’s World Cup.
We were tasked with conceptualising the next steps of Sasol’s #LiveTheImpossible campaign aimed at rallying the entire Rainbow Nation to stand behind Banyana Banyana as they prepared for the 2023 FIFA Women’s World Cup.
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Incentivising the Masses Through Smart Competition Mechanics
We devised an integrated marketing campaign which included on-the-ground activations as well as broadcast media support and retail competitions.
The campaign’s bold statement “South Africa, your support is our energy”, called for all South Africans to stand fully behind Banyana Banyana as they undertook the mammoth task of representing South Africa on a global stage.
Banyana Banyana supporters were given the opportunity to do just that by sending words of encouragement to the team via WhatsApp and USSD.
As part of the brief, instant rewards were also offered to further encourage ongoing support. These rewards included participation badges, airtime, data, jerseys and a grand prize to watch the Banyana Banyana team live in Australia and New Zealand.
The campaign was a major success and led to widespread participation. Lots of entrants also opted in to receive future communication which significantly boosted Sasol’s competition database.
