The 2015 ‘Charity Showdown’, was the second annual event powered by eTV. Held in partnership with the City of Tshwane, the pre-season spectacular featured four Premier Soccer League (PSL) teams and represents a valuable custom event for the channel.

The event was hosted on 19 July at the Lucas Moripe Stadium in Atteridgeville, reigniting the sentiments of the legacy of President Mandela by allowing children under 12 to attend free of charge; synergistically also highlighting the brand platform to be ‘free with e’ through lifestyle and sports.

THE CHALLENGE

1. Address eTV’s soccer offering by creating a custom event, strengthen eTV’s positioning

2. Create the opportunity for additional viewing and advertising during the off-peak soccer period

3. Enhance the viewers’ experience, leveraging social media and the partnership with the City of Tshwane for a broader reach

4. Provide a CSI opportunity

SOLUTIONS

• An integrated marketing campaign positioned the event as a key tournament in the PSL off-season with a well-selected mix of teams; Mamelodi Sundowns, Ajax Cape Town, University of Pretoria and Jomo Cosmos
• Media launch, proactive PR and extensive interviews
• 30” TV promo ad plus on-air banner
• Two week radio campaign across 6 local stations, with spots, live reads and presenter endorsement
• Ticket give-aways via radio competitions
• Extensive print advertising
• Social media campaign (across eTV’s website and social media channels) plus the creation of an event microsite driving the creative platform
• The full day tournament was broadcast live on ETV from 9am-6pm, with live in-studio and radio interviews with coaches, players and legends
• Experiential marketing:
• 4 roadshows in Tshwane townships were activated at shopping malls
• In support of the Lunchbox Fund, funds were raised for this worthy cause via gate takings

RESULTS

• An integrated marketing campaign positioned the event as a key tournament in the PSL off-season with a well-selected mix of teams; Mamelodi Sundowns, Ajax Cape Town, University of Pretoria and Jomo Cosmos
• Media launch, proactive PR and extensive interviews
• 30” TV promo ad plus on-air banner
• Two week radio campaign across 6 local stations, with spots, live reads and presenter endorsement
• Ticket give-aways via radio competitions
• Extensive print advertising
• Social media campaign (across eTV’s website and social media channels) plus the creation of an event microsite driving the creative platform
• The full day tournament was broadcast live on ETV from 9am-6pm, with live in-studio and radio interviews with coaches, players and legends
• Experiential marketing:
• 4 roadshows in Tshwane townships were activated at shopping malls
• In support of the Lunchbox Fund, funds were raised for this worthy cause via gate takings

Clients

COLLABORATION

“On behalf of e.tv, we wish to take this opportunity to thank MSCSPORTS for the seamless execution and activation of the inaugural Charity Showdown.

As a lifestyle brand that prides itself in excellence, commitment and creativity, we were more than comfortable to venture into uncharted waters, being football, knowing that we had a fitting partner in MSCSPORTS.

Their strategic brand insight, activation expertise, innovation and knowledge of football is commendable, and is testament to the final product which was so well received by South Africa”

Monde Twala – ETV Managing Director