As an extension of its 11-year relationship, FNB turned to Grid for its 2019 Rugby World Cup campaign.
‘Words change the game’ is a campaign that intends to show how with FNB, all South Africans can inspire and encourage the Springboks.
Grid used 1995 World Cup-winning Boks Francois Pienaar and Chester Williams, as well as 2007 winners John Smit and Akona Ndungane, to share their most meaningful words of inspiration – words that changed the game for them in their careers. That included first-hand accounts of particular stories that helped uplift their respective teams, such as the appearance in the Bok changeroom of Nelson Mandela, prior to the 1995 final.
The former Boks also share words captured in scrapbooked letters, shared by coaches, captains, family, friends and strangers, that boosted their belief in themselves and what they did for South Africa.
The aim was to “capture and galvanize this magical power of words again for 2019”, said a Grid statement. With the current Springbok team’s support, Grid and FNB have created a platform for 56 million South African voices to engage with the team and give their words of inspiration to the Boks via WhatsApp.
In collaboration with Spitfire Films and director Ed Van Blerk, these captured words were pieced together into a TTL campaign across TVC, digital, content, radio, OOH, Gautrain and in branch, inviting all South Africans to submit their #WordsofGreatness.
FNB will then share these words directly with the Springboks in the lead-up to and in Japan, as well as across media channels countrywide.