Service Category: 360 Integrated Campaign Fulfilment, Print, Digital
SuperSport, Africa’s biggest sports network and official broadcaster of the Kenyan Premier League, wanted to improve the coverage of football in East Africa. They needed to commentate on the games in the fans’ mother tongue of Kiswahili.
In order for SuperSport to find a star commentator, they needed to ask the public to audition for ‘Bonga Boli’ (which literally means ‘talk football’).
RedWorks created a mobile sound booth where 1, 300 contestants could showcase their commentating skills, and publicised the event with an integrated campaign that utilised print, press, radio, online and social media and PR.
As a result, Bonga Boli became hugely popular amongst the Kenyan public; the story was featured multiple times on prime-time news and eventually exploded onto screens as a reality TV show.
SuperSport enjoyed a return of over 200% on their publicity investment and became further entrenched as Africa’s leading sports network. They also found Kenya their very own commentating hero.