About the campaign

Kicking off the campaign early in the season, Budweiser launched on OOH with iconic sites using the Key Visuals displaying top players in the Premier League behind the Be A King brand message. The global TVC tagged; Make Way for The King :30 commercial also launched pre-season. The next phase of the campaign met the launch of the Take Your Shot videos, encouraging fans to seize the moment and take their shots in life, taking inspiration from the favourite celebrities and football idols. The video featured the likes of Banky W (Nigerian Pop Icon and Actor) Ebuka (Nigerian TV Personality) and Ian Wright. These videos were amplified via top-tier media and influencers along with broadcast integrations.

On the big screen, Budweiser maintained presence with the La Liga media broadcast package on Super Sport, enjoying presence on all Live La Liga matches. And further owned the big screen with Kings of Football Show - a football TV asset also on SuperSport hosted by Jimmie The Entertainer and Osereme, where football fans can connect with players and their favourite personalities through different passion points and get inspired to be kings of their own lives.

28 episodes into the show, we have featured various artists and celebrities such as Teni, D Banj, Vector, Mike Aireyys, Ebuka, Blaq Bonez, Joe Boy, Ill Bliss, Banky W, YCee and many more. The show is the first-ever Football Lifestyle show curated for a Beer brand in Nigeria.

On match days, Budweiser hosted viewing parties to create excitement amongst fans and celebrate in a Football-Party format. This phase met the launch of the 600ml Premier League Cans, designed with the Premier League Trophies with sleek red outlook. The social media war room was also active to create content on social media during the games to ensure the brand was a part of the conversation.

Some of the second screen tactics included the King of The Match twitter gaming challenge, where fans get notifications weekly to make their picks for KOTM using a chatbot on the Twitter App. The property was a huge compliment to the global Budweiser King of The Match asset and garnered over 69,000 registered players within three months of activation.

Other agencies involved: TSL Nigeria

Challenge

Budweiser is the official sponsor of the Premier League and Liga, but its biggest competition had sole rights to ads on the big screen. So how could we keep the King of Beers top of mind during the League without the Premier League Broadcast package?

Solution

Beer and Football have always been a great pairing. Data also suggests that Beer Drinkers in Nigeria are four (4) times more likely to watch football than engage in any other fun activity.

Knowing this, our approach for the campaign was grounded in two very real and ownable truths:

i) Budweiser is the official sponsor of the Premier League and Liga; ii) But its biggest competition had sole rights to ads on the English Premier League in Nigeria. So how could we keep the King of Beers top of mind during the League? By creating our own platform KINGS OF FOOTBALL to showcase greatness on and off the pitch that will inspire consumers and by owning the 2nd screen.

Results

In terms of results, the campaign hit it out of the park! Over 22Million people Reached with over 71Million impressions and up to $2m was achieved in earned media. Overall ad recall for Budweiser was 8.9Pts over the industry average during the campaign period, while the rating of the brand in helping elevate the experience of Football fans increased by almost 40%.

Viewership for KOF TV Show (Fridays 9pm) has grew by 19% over the first half of the football season. 49% of consumers from a survey conducted said the show lets them know Budweiser is the official sponsor of the PL, while over 80% of the respondents from the same survey find the show entertaining. To cap it all, 84% of respondents said the show is better than other football shows.

• Over 22Million people Reached PAN Nigeria
• 71m+ Total impressions achieved during the campaign
• Overall ad recall for Budweiser grew by 8.9Pts
• 40% Brand rating in helping elevate the experience of Football fans increased 
• 19% Viewership for KOF TV show time slot grew by 19%
• 84% respondents think KOF show is better than other football shows