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No 14

Megamaster South Africa

Rugby World Cup Campaign 2019

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No 14
Services
  • Brand Intelligence

  • Creative Development

  • Digital Engagement

Industry
  • Consumer Goods

  • 2019

Heritage Day / RWC Campaign: Ahead of the Game & Kick%Off Sale

Mandela used rugby to unite a nation that has since become synonymous with every South African’s culture and heritage. Megamaster brought Heritage Day and the RWC together to make them even better.

Campaign Objective

Continue to build on the association between Megamaster and Heritage Day during the 2019 Rugby World Cup in a unique and experiential way.

Megamaster-Together-Made-Better
Heating up the competition

Campaign Outcomes

  1. Audience watch, like and share Megamaster’s Heritage Day video content
  2. Associate Megamaster with Heritage Day
  3. Like or follow the Megamaster Facebook page or Instagram profile.
  4. Build awareness about the new Megamaster Granite Edition 4 Burner Patio Gas Braai
Turns-Heads-While-Turning-Steaks
BUILDING AWARENESS OF THE MEGAMASTER GRANITE EDITION 4 BURNER PATIO GAS BRAAI

Campaign Challenges

Any brand not affiliated with Rugby World Cup sponsorship is automatically outsized in terms of share-of-voice UNLESS they can find a creative way to ‘hijack’ the Rugby World Cup and be top-of-mind.

  1. Limited time and budget
  2. Extremely tight production timelines (No time for weather, cast, power outages or any other delays. We only have a 24-hour turnaround time per episode and teaser.)
  3. Tracking multiple social platforms for engagement and entries
  4. Highly competitive landscape and timing
Megamaster-Ahead-of-the-Game
Rugby Prediction Show Lock-Up

AHEAD OF THE GAME Predicting the Score Together, Made Better

We produced a Megamaster web series where respected rugby commentators predicted SA’s next World Cup match score with a good dose of joviality and humour mixed in.

THE HOST
Leon Gropp is a multi-award-winning musician, singer-songwriter and now a magazine and lifestyle show presenter. His local popularity and experience in front of the camera were crucial in setting the tone we were after.

THE FORMAT
3 to 4 guests joined Leon for each episode. Guests included rugby professionals and local entertainers. The panel shared, compared and debated their score predictions for SA’s upcoming match.

At the end of each episode, Leon and the guests challenged the audience to submit their score predictions in the comments. The best guess for each of SA’s matches won a brand new Megamaster Granite Edition 4 Burner Patio Gas Braai. Ahead of the Game ran in conjunction with the Kick%Off Campaign.

Ahead of the Game - Episodes
01
Ahead of the Game - Episodes
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Episode 1

Date: 17 September
Host: Leon Gropp
Guests: Elvis Blue, Rosko Speckmagic Specman, & Burger Ordendaal

84 723

Total Reach

3 656

Total Engagement

26 626

Total Views

Episode 2

Date: 24 September
Host: Leon Gropp
Guests: Pietman Geldenhuys, Wynie Strydom, & Courtnall Skosan

97 532

Total Reach

14 569

Total Engagement

39 808

Total Views

Episode 3

Date: 1 October
Host: Leon Gropp
Guests: Pieter Koen, Cornal Hendricks, & Alwyn Hollenbach

91 300

Total Reach

7 343

Total Engagement

27 037

Total Views

Episode 4

Date: 5 October
Host: Leon Gropp
Guests: Stephanie Baartman, Ross Cronje, and Richard Bands

89 437

Total Reach

3 428

Total Engagement

35 518

Total Views

Episode 5

Date: 14 October
Host: Leon Gropp
Guests: Joshua na die Reën, Jacobie Adriaanse, and Warren Whiteley

81 677

Total Reach

4 761

Total Engagement

38 588

Total Views

Megamster-Kickoff-Sale

Kick%Off Campaign

Megamaster ran the ultimate promotion. We made the thrill of SA scoring even more exciting for audiences during matches, knowing that they were scoring too.
As soon as the final whistle blew, selected discounted Megamaster products were available online via a promotional splash page. The discount was determined by whatever the Amabokoboko had scored by full-time.

Content Kings

In support of the campaign, we created a teaser video, 5 episodes, 5 music extracts, a music compilation, video recipes, blogs, GDN banners, website banners, social media posts and a competition landing page on the Megamaster website.

Social-Posts-1
KICK%OFF SOCIAL POSTS
Megamaster-Ahead-of-the-Game-Social
AHEAD OF THE GAME SOCIAL POSTS
Megamaster-back-the-boks-and-score
AHEAD OF THE GAME SOCIAL POSTS
Bigger-the-score-bigger-the-discount
KICK%OFF GDN BANNER

HERITAGE DAY / RWC CAMPAIGN TOTAL CAMPAIGN STATISTICS

Social Media Performance

1 337 304

Total Campaign Reach

85 304

Total Campaign Engagement

305 241

Total Campaign Video Views

1 662

Total Followers Gained

2 115

Total Entries

162 486

Total Page Views

111 256

Total Unique Page Views

42 612

Total Sessions

15 073

Organic Search

5 668

Social

1 516

Direct

Online Sales:

R 207 435.43

21 - 30 September

R 1198 064.66

1 - 31 October

R 213 710.85

1 - 9 November

R 1 619 210.94

Total Sales

Stay-Ahead-of-the-game-banner
WEBSITE HOME PAGE CAMPAIGN BANNER

Top 5 Cities and How Many Users Visited The Website

Cape Town Johannesburg

5 725 1 696

Users Users

5 286 1 438

Unique Users Unique Users

Pretoria Sandton

4 280 4 476

Users Users

3 773 3 916

Unique Users Unique Users

Centurion

1 174

Users

977

Unique Users

Grilling-together

How Much Revenue These Cities Generated

R 291 810.69

Cape Town

R 246 185.54

Pretoria

R 114 044.50

Centurion

R 57 456.91

Johannesburg

R 212 705.69

Sandton

Key Takeouts

  1. The total number of people we reached was 1 337 304. That means 30% of Taxpayers saw our content.
  2. Our 2 115 score prediction entries are equivalent to 4x the total number of players for all 20 nations participating at the RWC.
  3. Our total unique website views were 111 256. That’s like the whole of Nelspruit visited our page.
  4. Our most significant spike in sales (R354 281.30) came on Tuesday, 8 October, after the Canada game. We made 31% of our sales on this day.
  5. Capetonians spent the most money buying our products out of all the cities, totaling almost R300 000.
  6. Joshua Na Die Reën & Pietman Geldenhuys’ song videos reached over 60 000 views! Enough to fill the Ticketpro Dome for three nights in a row.
  7. The 1200 Deluxe Spit Built-In Braai sales brought in the most revenue per product, with 17 sold for a total of R175 738.56! That’s enough to buy a brand new Renault Sandero.
  8. There are now 132 more people braaing with Megamaster Gloves, which generated R8 366 in sales.
Celebrating-Heritage-Day-With-The-Boks
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