Case Studies

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Touch Rugby & Kriki For Shore

OVERVIEW kiki4

TOUCH rugby balls were created by local unemployed seamstresses with plastic bags collected from the streets of the community, helping to deal with both unemployment and litter.  The campaign launched on 5 September 2011.

Sponsored by EnviroServ, the TOUCH  campaign aimed to harness the energy and excitement around rugby, especially Rugby World Cup 2011, in giving communities a tangible reason to get energized about rugby events.

By demonstrating how materials like old billboards and banners can be re-used and by employing people in communities, both to make the balls and to clean up the streets, EnviroServ showed how in touch they were in dealing with South Africa’s waste management issues.

Kriki for Shore was launched in November 2012 in order to coincide with the Cricket World Cup. This project sponsored by Enviroserv aimed to build on the success of the TOUCH rugby initiative

PUBLIC RELATIONS kiki1

Brief:

All launch communications to entrench message to general public that EnviroServ supports and promotes South African rugby/ Cricket, unemployment and a litter-free community in South Africa through the implementation of the TOUCH rugby ball/Kriki for Shore campaigns.

Target audience:

  • Proud South African consumers
  • Corporations and companies

Media: kiki2

  • CLE Communications to identify and engage with appropriate media and develop media database relevant to Touch/Kriki for Shore, throughout this promotion.
  • CLE Communications to target the media, both as an audience and as a channel, to effectively communicate the key messages of the campaign.

The Approach:

  • Draft launch press release, collate images and send to national, regional and local media in the lifestyle, environmental, sporting and news sectors.
  • Manage all media communications on behalf of EnviroServ (sponsor) and WinWin (activation agency)
  • Create and manage Facebook page on behalf of client
  • Assist and support WinWin, the activation agency in any areas where required

COVERAGE HIGHLIGHTS kikicnn

Television
CNN international, Associated Press (broadcast in various cities across the USA such as San Francisco and Wisconsin)

Print
Sunday Times, Daily Voice, PE Express, Sport Elizabeth, The Citizen

Radio
Algoa FM, Cape Talk, SAFM, OFM, Umhlobo Wenene

Online
Bizcommunity, 2oceansvibe, Times Live, Media Club SA, San Francisco Chronicle

RESULTS kiki5

Touch Rugby Balls : Over R3.7 million worth of publicity was achieved in a six week period including international TV exposure on CNN and Associated Press, all across the USA.

Leading South African companies have placed orders for their own TOUCH rugby balls including the Sharks rugby team, Juta Books, Panjea, Organisation for of South African Law libraries and Coca-Cola. 46 balls were created every day by the ladies at TOUCH in Witbank, Gauteng, making a total of 1862 balls over the two month campaign period.

Kriki For Shore : Over R4.2 million worth of publicity was achieved in a six week period, which included local and international broadcast press as well as leading national press in South Africa

 

kiki6

  • DateJanuary 12, 2013