The Ram Slam achieved the reputation as one of the most thrilling competitions in SA sport. With 32 matches in 6 weeks, South Africa’s domestic T20 tournament was all about delivering big 6’s & world class entertainment to fans – culminating in the Ram Slam Final which delivered one of the best days in SA sport.

CLIENTS

MSCSPORTS client logo ram

THE CHALLENGE

RAM’s marketing objectives – delivering the Fan Experience:

To impact Brand saliency

  • RAM’s key objective/positioning statement was “To provide the most thrilling Summer Entertainment”. They wanted to be the brand that brought fans great entertainment.

Have a sold-out stadium

RAM’s business objectives centered around their customers

  • Utilise the series as a platform to entertain new and existing clients.
  • Secure a minimum of 3 new key clients through leads.
  • Generate a Sponsorship return of 5:1.

SOLUTIONS

Catch A Million Competition

  • Spectators in the stadium stood a chance to win their share of R1m if they caught a six one handed
  • Extensive ATL, PR & Social Media campaign
  • For the final, Ram ran a #DropAMillion competition, featuring the worst catches that fans could vote for on Social Media

Special Delivery

  • The Ram Slam culminated in the special delivery of the winners of the Catch A Million competition when they were flown in to the stadium by 2 branded Ram helicopters which landed on the field before the start of the final

Cricket & Comedy

  • To take the excitement of the tournament to the next level, Ram introduced Comedians as Brand Ambassadors
  • Comedians – For the final Joey Rasdien was used to put a different “spin” on the game. Featuring as “co-commentator” he provided very entertaining commentary and pitch reporting for viewers!
  • He “interviewed” players during the game which generated excellent viewer entertainment
  • He also engaged with fans in the stands & interviewed them during the match
  • All the comedians were used for PR & influencers to promote the final

The Ram Drop Zone

  • An exhilarating 18m platform the “Ram Drop Zone” where fans could jump from inside the stadium
  • Next to the Catch A Million competition, this created the most excitement with long queues of fans wanting to jump
  • Players & media jumped as well & this generated great entertainment and TV content

Ram “Dance Cam”

  • Show your dance move when the Ram Slam song plays.
  • The TV camera focuses on all the dance moves in the stands during the game & the winner in each innings wins R2 000 at each game

The Ram Jam

  • Euphonik & Black Coffee provided the pre-match, half time and post match entertainment to fans.
  • A custom made DJ Deck with lazer lighting was set up on the side of the field where fans could jam to the music

Match Deliveries

  • The match had a Ram Deliverer of the Match (best bowling figures) & Ram Slammer of the Match (best batsman)
  • Match umpires were delivered in a Ram branded golf cart on to the pitch and the match ball was delivered via a remote controlled Ram “Delivery Van”
  • The traditional “Heads or Tails” coin toss was replaced with “Ram or Slam” – a creative way of generating TV exposure for Ram

Hospitality

  • Ram hosted VIP Hospitality to entertain current & prospective clients
  • A VIP Marquee was set up on the side of the field for the final where guests could enjoy the cricket & entertainment pitch side in a as well as have the chance to catch a six!

RESULTS

‘Thrilling Summer Entertainment’ Impact

  • “What do you think of the Entertainment?” 77% of fans responded “Awesome”*.
  • “What do you think of the Catch A Million competition?” 93% of respondents said “I love it”*.
  • The competition captivated local and international TV audiences and was aired on CNN and Sky News.

Stadium Attendance

  • The final was sold out.

Campaign Results

  • Total Brand Exposure ROI of 16:1**.
  • The RAM Slam Final generated substantial Media Exposure Value**, reaching the intended target market both at stadium and at home through a highly effective campaign successfully integrating Broadcast, Activation, PR and Social Media.
  • Media value (TV, Radio, Print, Online) generated for the final alone resulted in an ROI of 22:1

Social Media engagement Highlights

  • Twitter followers increased by 382% vs PY.
  • A total 229,000 tweet impressions.

New Leads, new Business

  • RAM hosted over 200 clients.
  • RAM secured 5 new clients as a direct result of the sponsorship.
  • The value of this new business to RAM was R48m.

Staff Morale

  • RAM gave 10 000 tickets to staff, making them part of the game.

AWARDS

  • Won the award for Best New Sponsorship in 2014 in the Discovery Sports Industry Awards
  • Nominated for Best Integrated Campaign in 2015 in the Discovery Sports Industry Awards
  • Nominated for Best Sponsorship of an Event in 2016 in the Discovery Sports Industry Awards

“We could not have achieved these phenomenal results without the strategic & activation excellence of Mscsports. Their integrated approach to holistic sponsorship management & brand activation combined with a proven ability to deliver innovative brand integration elements created a powerful campaign platform that has taken the Ram brand to a new level”

David Lazarus – Executive Chairman – Ram Hand-to-Hand Couriers

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