#KhosiConvoy

MSCSPORTS Case Study Toyota
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Overview

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.

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ROI of 3:1

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Increase in Brand Love

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Improve Brand Awareness

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Engagement

Objectives

By leveraging their partnership with Kaizer Chiefs Toyota aimed to achieve various business and brand objectives that focused on ROI and brand awareness.

Impact

ROI

37:1

R194 million was generated in airtime and data bundle sales. This was a 1641 % increase from 2017.

ENTRIES

9 538

Through activations 11 880 new Telkom customers were acquired during the 2018 tournament.

SOCIAL MEDIA REACH

1.2 Million

5 000 soccer balls were handed out to local kids at the CSI community festival in KwaZakhele.

Solution

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

Results

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.

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