A new era for
football supporters. 


How to retain the #1 spot for beer consumption.


South Africans are crazy about soccer - 80% of locals are fanatics spending time weekly supporting their teams but every man believes that he can do a better job than the coach. Shouting from the stands or from his couch, his voice goes unheard.


Carling Black Label allowed every fan to “Be the Coach” by taking advantage of over 27M mobile users’ and allowing them to vote for their team through a simple USSD mechanic. Over 20 million mobile engagements from over a million Champion men. 82% of engagements came from a new demographic for Carling, increasing brand share in an increasingly fragmented market.

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