SABC SPORT RALLYING FOR BAFANA

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SABC-SAFA SIYANQOBA CAMPAIGN OPERATION
OUAGADOUGOU BAFANA BAFANA
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THEME
46 MILLION FANS ONE TEAM FOR THE LOVE OF
THE GAME
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BACKGROUND

• SABC is the exclusive broadcast partner of SAFA
• SABC SPORT is the number one supporter and
  broadcast partner for all Bafana Bafana games and
  has been instrumental in bringing to millions of
  South Africans the glory and pain of the national
  team for the last decade.
• As host of the 2010 FIFA World Cup Finals, South
  Africa will have the opportunity to display its
  human and intellectual capital.
• SABC Sport intends to be at the centre of
  broadcasting the event.
• Bafana Bafana are gunning for one of the fifteen
  places at the Egypt 2006 MTN African Cup of
  Nation Finals.
• .

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BACKGROUND

• However, the road to South Africa 2010 will
  proceed through the Germany 2006 FIFA World Cup
  Finals and other milestones
• Bafana Bafana are currently battling for one of
  the five African slots at next years World Cup.
• It is therefore important that SABC Sport leads
  the way in supporting the Bafana Bafana cause
• SABC has the widest coverage in terms of
  broadcast both on TV and Radio

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OBJECTIVE(S)

• PHASE 1
• Mobilizing the nation behind Bafana Bafana ahead
  of their Egypt 2006 MTN African Cup of Nations
  and the Germany 2006 FIFA World Cup Qualifiers
  i.e. Burkina Faso and Democratic Republic of
  Congo.
• PHASE 2
• Winning the Egypt 2006 MTN African Cup of
  Nations.
• PHASE 3
• Maximizing support for the Germany 2006 FIFA
  World Cup Finals.
• PHASE 4
• Future plans to be confirmed.

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PHASE 1 OUTCOMES

• Creating hype and excitement throughout the
  country to support Bafana Bafana
• Build awareness for viewership and listenership
  for Egypt 2006 MTN African Cup of Nations and
  Germany 2006 FIFA World Cup Finals.
• Enhancing relationship with our strategic
  stakeholders, e.g. Sponsors, Communities, SAFA,
  PSL, Sponsors, Municipalities etc.
• Bringing the SABC Sport brand closer to the
  people.

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STRATEGY

• Launching a national road-show to galvanize
  support for Bafana Bafana in the run-up to their
  crucial Germany 2006 FIFA World Cup Qualifier in
  Burkina Faso.
• Using the Group Chief Executive Officer as the
  Champion of the campaign.
• Launch a complimentary on-air and branding
  campaign.
• Engaging strategic stakeholders and partners as
  part of the campaign

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PILLARS

• SABC Sport branded open double-decker bus.
• - Navigate through communities in
  selected provinces
• The GCEO as the Champion for the campaign launch.
• - Mobilising support for the campaign
  throughout its duration,
• Identified ambassadors to amplify support for the
  campaign.
• - Prominent personalities such as, TV and
  Radio personalities, sport icons, artists and
  others.
• 4) On-air promos and competitions.

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IMPLEMENTATION PLAN

• SABC Sport branded open double-decker bus.
• Navigate through communities in selected
  provinces.
• Engage the ambassadors.
• Promotional activities and give-aways.
• Selected matches.

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IMPLEMENTATION PLAN
DATE Monday August 15, 2005 REGION Ground Floor Auditorium, Radio Park, SABC, JHB ACTIVITY Media Launch (TM) -SABC News -Morning Live -Print 2.) Soccer Zone (CN) -Two cameras 3) Rollout on the other platforms (OM) -Radio Stations -Newspapers etc
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IMPLEMENTATION PLAN
DATE Saturday August 20, 2005 REGION FNB Stadium, JHB (NIGHT GAME, LIVE ON SABC 1, 8pm) ACTIVITY Open-bus drive throughs. (HM) Campaign Champion and ambassadors to meet and greet. (SB) Kaizer Chiefs vs Bloemfontein Celtic, FNB Stadium. (MLM)
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IMPLEMENTATION PLAN
DATE Sunday August 21, 2005 REGION Germiston Stadium, JHB (DAY GAME, LIVE ON SABC 1, 3pm) ACTIVITY Open-bus drive throughs. (HM) Campaign Champion and ambassadors to meet and greet. (SB) Moroka Swallows vs SuperSport United, Germiston Stadium. (MLM)
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IMPLEMENTATION PLAN
DATE Saturday August 27, 2005 REGION Free State Stadium, Bloemfontein (NIGHT GAME, LIVE ON SABC 1, 8pm) ACTIVITY Open-bus drive throughs. (HM) Campaign Champion and ambassadors to meet and greet. (SB) SAA Supa 8 Semi-Final TBC. (MLM) Promotions. (HM)
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IMPLEMENTATION PLAN
DATE Sunday August 28, 2005 REGION ABSA Stadium, East London (DAY GAME ) ACTIVITY Open-bus drive throughs. (HM) Campaign Champion and ambassadors to meet and greet. (SB) Match TBC. (MLM/CDM) Promotions. (HM)
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IMPLEMENTATION PLAN
DATE Saturday, Sept 3 (CLIMAX OF THE CAMPAIGN) REGION e-Thekwini, KwaZulu-Natal ACTIVITY Open-bus drive throughs. (HM) Campaign Champion and ambassadors to meet and greet. (SB) Big screens to watch Bafana Bafana vs Burkina Faso at Kingsmead Stadium. (HM) Promotions on site. (HM)
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IMPLEMENTATION PLAN

• The GCEO as the Champion for the campaign launch.
• Press Launch on Monday,15 August 2005
• Mobilizing support for the campaign throughout
  its duration.
• Present at the launch and at key events
  throughout the campaign.
• Source sponsorship for the project.

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IMPLEMENTATION PLAN
GCEO (HM) Five ambassadors per region. Present at FNB Stadium, Bloemfontein , East London, Durban. Secure special chartered flights for fans to travel to Burkina Faso. (South African Airways) TIMELINE By the Wednesday of each region. On-going August 19
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IMPLEMENTATION PLAN

• Identified ambassadors to amplify support for the
  campaign.
• - GCEO Ambassadors
• - Prominent personalities such as, TV and
  Radio personalities, sport icons, artists and
  others.

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IMPLEMENTATION PLAN
GCEOs Five ambassadors per region. (HM) Three personalities per regional station. (OM) Four SABC Sport Television Personalities per region. (SB) Minimum of two SABC Sport Radio Personalities region. (OM) Four regional sport personalities. (SB) TIMELINE By the Wednesday of each region. By the Wednesday of each region. By the Wednesday of each region. August 17 By the Wednesday of each region. By the Wednesday of each region.
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IMPLEMENTATION PLAN

• On-air promos and competitions
• Awareness promos and presenter mentions.
• Competitions.
• Supporters travel package campaign.
• Messages of support campaign

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IMPLEMENTATION PLAN
RADIO Campaign positioning promos launch. (VM) Commentator live reads. (OM) Listener competition per radio station to win trip to the final World Cup Qualifier against the Democratic Republic of Congo. Listener competition inclusive all radio, one to Egypt 2006 and one to Germany 2006. (HM) Drive message of support through SMS and SABC Sport website. (VM) TIMELINE August 15 August 15 on-going Launch August 17 ends Sept. 2 Launch August 17 ends Sept. 2 Ends Sept. 2
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IMPLEMENTATION PLAN
TELEVISION Campaign positioning promos launch. Presenter live reads. (JV) Viewer competition across all three channels to win trip to the final World Cup Qualifier against the Democratic Republic of Congo Viewer competition on all channels, one to Egypt 2006 and one to Germany 2006. Drive message of support through SMS and SABC Sport website. TIMELINE August 15 August 15 on-going Launch August 17 ends Sept 2 Launch August 17 ends Sept 2 Ends Sept. 2
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IMPLEMENTATION PLAN
NEW MEDIA Open campaign page continuously updated. Personality support messages. Reader competition to win trip to the final World Cup Qualifier against the Democratic Republic of Congo. (HM) Reader competition on all channels, one to Egypt 2006 and one to Germany 2006. Compile booklet and CD out of SMS and SABC Sport website for the team. (MLM) Drive message of support through SMS and SABC Sport website. (VM) TIMELINE August 15 August 15 on-going Launch August 17 ends Sept. 2 Launch August 17 ends Sept 2 August 31 (Hand-over at Farewell Press Conf) Ends August 30.
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PROJECT MANAGEMENT

• PROJECT CHAMPION GCEO (Adv. D. Mpofu)
• PROJECT CUSTODIAN CE (Mr. M.M. Mbebe)
• PROJECT LEADER HOD (Mr. W. Mfebe )
• PROJECT COMMITTEE CHAIR GM SPORT PROD. (Mr. J.
  Matthews )
• PROJECT MANAGER HM (Ms. Happy Mabuya)
• CORPORATE COMMUNICATIONS (Mr. P. Setsetse Ms.
  T. Mncube)
• CORPORATE MARKETING (Mr. P. Kwele Ms. L.
  Dulcie Ms. J. Dube )
• STAKEHOLDERS
• -SOUTH AFRICAN AIRWAYS Ms. N. Japhta Ms.
  N. Koza
• -SOUTH AFRICAN FOOTBALL ASSOCIATION. Mr. C.
  Mtshiselwa

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ADDITIONAL IMPLEMENTATION PLANS SABC
DATE By August 20, 2005 REGION ACTIVITY GCEO invite Print Editors to a breakfast briefing on the project by Monday August 15, 2005. (before launch) Synergy building/alignment of project plan vs on-air handling of shows by Presenters. (OM) by 19/08/2005 Regional GMs to facilitate with Provincial Heads for participation in the bus drive throughs. (TM) by 19/08/2005 GCEO Rediffusion with Regions launching the project. (TM) by 19/08/2005 SABC Production-Roving Betacam shoot. (CN) by 15/08/2005
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IMPLEMENTATION PLAN SAA
DATE Saturday August 20, 21, 27, 28, September 3, 2005 REGION ACTIVITY SAA identify four ambassadors. (Response 12/08) Open bus drive throughs (in association with the SABC) Co-branding on the bus and Press Launch. (Response 12/08) Articles in Sawubona Magazine article deadline Distribution of brochures on SAA platforms On-board brochures SAA Supa 8 Semi-Final for Bloemfontein (Scheduling) MLM to write an official memo to PSL on the match scheduling Special-chartered flights to Ouagadougou carrying 110 people Special flights for PSL games Synergy with SABC on Big screens to watch Bafana Bafana vs Burkina Faso at Kingsmead Stadium. (HM)
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IMPLEMENTATION PLAN - SAFA
DATE Saturday August 20, 21, 27, 28, September 3, 2005 REGION ACTIVITY SAFA ambassadors per region/province. By Wednesday of each region. (CDM) Open bus drive throughs (in association with the SABC).-Ongoing. By Wednesday of each region (CDM) Co-branding on the bus Bafana Bafana and Press Launch SAFA. (CDM) Match co-ordination in East London(28/08/2005). Response 19/08/2005. (CDM)
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IMPLEMENTATION PLAN SAFACONTINUATION
DATE Saturday August 20, 21, 27, 28, September 3, 2005 REGION ACTIVITY Organize minimum four ex-player as personalities per region. By Wednesday of each region (CDM) Recommendation to include SAFA partners. By 14/08/2005 (CDM)
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LAUNCHIMPLEMENTATION PLAN
DATE Monday August 15, 2005 Start 11am REGION Ground Floor Auditorium, Radio Park, SABC, JHB ACTIVITY MC SABC Sport Carol Manana. Confirmation of invites. Content Enterprise CE Mvuzo Mbebe. GCEO Dali Mpofu. SAFA President Molefi Oliphant. SAA HoM Nonhlanhla Koza. Audio Visual. (VM)
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SUGGESTEDCRITICAL IDEAS

• 1) POST BURKINA FASO MATCH BUILDING UP TO DRC
  MATCH
• Introducing a National Icon National flag.
• Use Rank TV big screens as well as small towns
  (big screen).
• Involve schools and football clubs to support
  campaign.
• Raise R000000m SAFA fundraising project supporter
  to build a 2010 National Team.

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BRAINSTORMING OTHER SUGGESTED CRITICAL IDEAS

• DELEVERABLES REGIONAL MANAGERS
• Decide on route maps / schedule
• To submit all suggestions (15/08/2005)
• MEC of Sport Premiers to be involved
• All problems to be communicated well in advance
• In put on regional ambassadors well in advance

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BRAINSTORMING OTHER SUGGESTED CRITICAL IDEAS

• DELEVERABLES RADIO STATIONS
• Live reads
• OB Vans shadow bus
• Requirements suggestions to be communicated by
  15/08/2005
• Vusi to produce script and Zolisilwe to produce
  to all radio stations
• Big screens to draw support from the rest of the
  regions
• Emphasis on local empowerment.
• T-shirt requirements (staff with sizes) to be
  submitted 15/08/2005
• Translations of the campaigns name to be
  submitted to have a local name for each region.

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BRAINSTORMING OTHER SUGGESTED CRITICAL IDEAS

• IDEAS TO BE INCLUCED
• Branding on the bus
• SAA message management on board
• Pilot announcement of score
• SABC staff to be mobilized
• SAA to tap into Eskom Telkom (hang the flag)
• 10 min development clinic SAFA
• Key learnings of USA soccer reflected in day to
  day programming (7de Laan, Generations etc)
• Charity / Pledge day after 2006 in support of
  2010

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