Toyota is the official vehicle sponsor of South African soccer team Kaizer Chiefs. Toyota wanted to leverage their partnership with this historic club in a manner that would create meaningful connections with Kaizer Chiefs fans.
ROI of 3:1
Increase in Brand Love
Improve Brand Awareness
By leveraging their partnership with Kaizer Chiefs Toyota aimed to achieve various business and brand objectives that focused on ROI and brand awareness.
The #KhosiConvoy competition produced staggering results that exceeded the initial desired ROI of 3:1 by 34 times.
Total amount of competition entries for the 4 Khosi Convoy competitions that were held at 3 stadiums across South Africa.
SOCIAL MEDIA REACH
Toyota’s social media reach increased 330% over the course of 3 months as a result of the #KhosiConvoy competition.
Our solution was to create a VIP Kaizer Chiefs fan experience for a select few and to amplify the experience on social media. With that in mind the #KhosiConvoy competition was born.
Competition winners were chauffeured to the stadium in a convoy of Toyota’s, they enjoyed the game from a VIP suite and got the opportunity to meet and interact with their favourite players
The #KhosiConvoy competition results exceeded initial objectives. The ROI for the competition was a staggering 37:1, exceeding the initial objective by 34 times.
Four Khosi Convoy competitions were held at 3 stadiums across South Africa. The competition was live for a period of 3 months and during this time 9 538 competition entries were received.
Content of the #KhosiConvoy experience was shared on social media. 1.2 millions fans were reached, and more than 56 million media exposures were achieved.