Briefed by thirty four, The Brand Activation Agency, ComutaNet, drove a two dimensional campaign over three different commuter media platforms: Star Radio, Rank TV, and Commuter FM. The campaign centred on Africa’s finest soccer teams as they competed fiercely from 20 January and 10 February 2008.

The campaign challenged consumers to play Castle Soccer Millions and stand a chance of winning R1 million every time they bought a Castle Lager.

SABMiller Briefed ComutaNet’s radio presenters on which shebeens and taverns were communicating and they encouraged soccer fans who love beer to get to their nearest participating outlet and enter the competition.

The second element involved a film crew and producers from Rank TV, who met with Bafana Bafana in Durban and shot player profiles. These profiles and generic adverts were interspersed with highlights of the games and live crossings to the match in progress.

Gavin Ritchie, GM: Sales and Marketing, ComutaNet, says “This was a brilliant campaign, our presenters were joyfully greeted wherever they went, and everyone wanted the inside track.”