Telkom Knockout

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Overview

Telkom is the proud sponsor of the annual Telkom Knockout Soccer Tournament which is contested annually between the 16 South African Premier Soccer League teams. Telkom wanted to leverage their sponsorship of the tournament in order to promote their 2018 summer campaign, Z’Khipa More.

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R30 Million in Airtime Sales

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New Customer Acquisition

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Brand Awareness

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Community CSI Project

Objectives

By leveraging their sponsorship of the Knockout Soccer Tournament Telkom aimed to achieve various business and brand objectives that focused mainly on income generation and customer acquisition.

Impact

REVENUE

R194 Million

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

NEW CUSTOMERS

11 880

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

SOCCER BALL GIVEAWAY

5000

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

Solution

The 2018 Telkom Knockout Soccer Tournament was brought to life in various ways including activations, a media launch, match day hospitality and a CSI focused community festival.

The tournament media launch showcased the tournament draw and provided information about Telkom’s Z’Khipa More campaign.

Activations were held at strip malls, taxi ranks and stadiums where matches were played. Promoters and ambassadors assisted fans to purchase airtime via USSD which also gained them entry into the R1 million Z’Khipa More competition.
The community festival was hosted in the week leading up to the final, local vendors were used to host the festival and the Telkom soccer ball swap was a huge hit amongst kids in the community.

Results

R 194 079 119 was generated in airtime and bundle sales during the 2018 tournament, an increase of 1641% from the previous year

11 880 new Telkom customers were acquired

On average 2 million users accessed the *123# USSD platform daily during the 2018 tournament

The community festival was a massive success with 5 000 new Telkom branded soccer balls handed out to kids in the community through the ball swop initiative

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