"It's more than just hardware. It's about building communities."
OVERVIEW
Print | Digital | On-site Activations
A national integrated campaign that combined the power of soccer culture, community and retail to drive brand awareness, foot traffic and sales for BUCO in key markets across South Africa.
- Jane Furse, Limpopo
- Komatipoort, Mpumalanga
- Mafikeng, North West
- Nyanga, Cape Town
- Rustenburg, North West
- Shayandima, Limpopo
- White River, Mpumalanga
AWARENESS
Print ads in Soccer Laduma built awareness and promoted activations.
EXPERIENCE
Digital platforms amplified messaging, ran competitions and drove interest.
ENGAGEMENT
On-site activations created memorable brand experiences in each community.
CONVERSION
In-store promotions and offers drove purchases and immediate sales.
RETENTION
Lead data captured for CRM and ongoing customer engagement.
CAMPAIGN OBJECTIVES
- Drive brand awareness in underserved and high-growth regions
- Increase in-store traffic and promotional uptake
- Leverage soccer culture to connect with local communities
- Generate leads and grow BUCO’s customer database
- Position BUCO as a trusted, community-first brand
CAMPAIGN AT A GLANCE
- Multi-channel Campaign: Print | Digital | On-site
- 7 activations across South Africa
- Travelling with football legend, Steve Lekoelea, to drive engagement through his popularity and connection in local communities
- Leads captured for future marketing
CAMPAIGN EXECUTION
Planning & Strategy
- Managed objectives, messaging, timelines, budgets and integrated channel plan
Talent Management
- Managed logistics and schedule for Steve Lekoelea across all locations to maximise impact
Media & Digital Management
- Secured print placements in Soccer Laduma and co-ordinated digital rollout across platforms
Event & Logistics Management
- Planned and executed all activations end-to-end; travel accommodation and transport
Community Management
- Designed soccer-themed activities, competitions, meet & greet and giveaways to drive participation
Lead Generation
- Captured leads through competitions and sign-ups to grow the customer database
Monitoring & Reporting
- Tracked performance, captured insights and reported on results and recommendations
KEY RESULTS
- High footfall across all 7 activation locations
- Strong community engagement and brand visibility
- Positive brand association and loyalty built in local markets
- Influence of Steve Lekoelea drove authentic connection and crowds
KEY SUCCESS FACTORS
- Powerful integration of print, digital and on-the-ground activations
- Localised execution tailored to community needs
- Clear call-to-action linking media to in-store offers and events