Background:
While Action Sports is a household name in South Africa, its digital counterpart faced a challenge in establishing its brand as competitive in the existing South African sportstech app market. With the company purpose of “Play, Compete and Connect”, they recognised the need to reposition its sports brand with a data-driven digital focus to increase cross-channel impact.
Objective:
The primary objective was to increase awareness and downloads of the Action Sports App in South Africa, with the ultimate goal of connecting players, enhancing their experience and growing the brand.
Strategy:
The campaign strategy focused on positioning the Action Sports App as an empowering tool that allows players to improve their game and focus on what matters.
Key strategic elements included:
Key strategic elements included:
• Highlighting the app's inclusivity and accessibility
• Emphasising the app's role in personal improvement and team management
• Targeting various user segments, from social players to serious competitors
Two main creative routes were developed:
Be(at) Your Best:
This tapped into the insight that we are our best competition, and when looking to improve, we need data.
This tapped into the insight that we are our best competition, and when looking to improve, we need data.
More Action, Less Admin:
Admin is painful. Admin that gets in the way of playing sport is even more painful. This route focused on giving people more action and less admin through the app.
Admin is painful. Admin that gets in the way of playing sport is even more painful. This route focused on giving people more action and less admin through the app.
Execution:
Multi-Channel Strategy:
• Social media: Sport-specific messaging on Facebook and Instagram
• Digital: Email marketing, in-app notifications and website integration
• In-Arena: Digital boards, banners, table talkers and posters
• Word-of-Mouth: Leveraging reviews and WhatsApp groups
Visual Language:
• Showcasing the phone and app as enablers
• Displaying stats and connecting real and digital worlds
• Featuring real players and club members as heroes so that the audience could relate and see themselves in the campaign
Impact:
• 23.8% increase in downloads (since the app’s launch) over 3 months
• Cost per download lower than industry standard