Playmakers targets sponsorship media industry

23 Oct 2017

Sports marketing agency, Playmakers, has revealed its latest collaborative approach to marketing executions that has seen the four-time Discovery Sport Industry Awards’ Agency of the Year break into the wider marketing landscape by using sport as a vehicle for growth. 

#ThatsGold @SuperSportTV, shortlisted four times at the Discovery Sport Industry Awards 2017, saw a series of commercials created around the 2016 Olympic Games, where fans determined the content of the commercials through social media conversation. The commercials were created to uplift South African fans and allow them to celebrate their golden moments around the Games in Rio, culminating in a two-minute theme piece that featured all the South African medal moments.

Earlier this month Playmakers and its client Coca-Cola also secured a gold award in the sponsorship category at the AMASA Awards for its campaign.

Playmakers CEO Richard Dunn, said: “We have always had a strong media led approach with clients like Coca-Cola, so it is very rewarding for us to win the gold award within the sponsorship category as we feel it is important that the sponsorship industry is strongly recognised in the media sector.”

Dunn credits not only the client and the agency in the success but also the part that DSTV Media Sales & SuperSport played in producing the campaign. 

“We like to challenge convention in the broadcast media space, we are immensely proud of this campaign as it also won a Clio Sport Award in New York earlier this year and this is credit to everyone who was involved in putting this campaign together," added Dunn.

Coca-Cola’s connections planning manager Jodie Bailey-Norris, added: “This was an unconventional and creative approach towards a property Coca-Cola has been involved with globally since 1928. We need to continually evolve in how we connect with our consumers and this campaign approach has been used as a best in class example of what can be achieved through the intersection of traditional and social media channels, leveraging consumer behaviour around second and third screens.”

Dunn believes because media consumption is changing so quickly it is imperative that they keep challenging the norm in terms of how they provide their media solutions going forward. 

"This is an exciting time as so much disruption creates so many more opportunities," Dunn concluded.