Telkom Idols

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Overview

Telkom was the proud sponsor of the 2018 Idols competition, this was the 14th season of the popular global competition in South Africa. Telkom wanted to leverage their sponsorship of Idols in a way that spoke to their brand truth of connection

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Bring Fans Closer to Idols

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Increase Social Media Following

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Improve Brand Sentiment

Objectives

Telkom’s main objective was to leverage the sponsorship of the Idols competition to bring the fans closer to the Idols. Secondary objectives for the sponsorship were focused around driving positive brand sentiment.

Impact

INTERACTION WITH IDOLS

20 000

20 000 fans had the opportunity to meet and interact with their favourite Idols contestants and judges at 6 mall activations across South Africa

FOLLOWERS

5 226

Telkom’s Instagram page gained over 5 000 followers during the #TelkomFam campaign

POSITIVE SENTIMENT

64%

#TelkomFam lead to a 64% increase in positive sentiment on Telkom’s social media pages

Solution

Telkom wanted to bring fans closer to the Idols and we achieved that through #TelkomFam. The campaign followed a multi channel approach which included social media, activations, giveaways, competitions and meet & greet opportunities with Idols contestants and judges.

Activations took place at the State Theatre, where auditions and live shows were held. Additional activations were held at malls across South Africa and at the finale at Carnival City.

The Dinner With Your Idols social media competition created massive amounts of hype around #TelkomFam. The lucky winners were treated to a 5-star dinner experience with their favourite Idols contestants and judges.

Results

64% increase in positive sentiment on Telkom’s social media pages

5 226 new followers on the Idols Instagram page during the #TelkomFam campaign

20 000 fans had the opportunity to interact with their favourite Idols contestants and judges at 6 mall activations across South Africa

10 lucky winners experienced an intimate luxury dinner with their favourite Idols contestants and judges.

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