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SABC-SAFA SIYANQOBA CAMPAIGN“OPERATION OUAGADOUGOU”

BAFANA BAFANA

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THEME

“46 MILLION FANS – ONE TEAM”

FOR THE LOVE OF THE GAME

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BACKGROUND

• SABC is the exclusive broadcast partner of SAFA

• SABC SPORT is the number one supporter and broadcast partner for all Bafana Bafana games and has been instrumental in bringing to millions of South Africans the glory and pain of the national team for the last decade.

• As host of the 2010 FIFA World Cup Finals, South Africa will have the opportunity to display its human and intellectual capital.

• SABC Sport intends to be at the centre of broadcasting the event.

• Bafana Bafana are gunning for one of the fifteen places at the Egypt 2006 MTN African Cup of Nation Finals.

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PHASE 1 OUTCOMES

• Creating hype and excitement throughout the country to support Bafana Bafana

• Build awareness for viewership and listenership for Egypt 2006 MTN African Cup of Nations and Germany 2006 FIFA World Cup Finals.

• Enhancing relationship with our strategic stakeholders, e.g. Sponsors, Communities, SAFA, PSL, Sponsors, Municipalities etc.

• Bringing the SABC Sport brand closer to the people.

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STRATEGY

• Launching a national road-show to galvanize support for Bafana Bafana in the run-up to their crucial Germany 2006 FIFA World Cup Qualifier in Burkina Faso.

• Using the Group Chief Executive Officer as the Champion of the campaign.

• Launch a complimentary on-air and branding campaign.

• Engaging strategic stakeholders and partners as part of the campaign

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PILLARS

1) SABC Sport branded open double-decker bus. - Navigate through communities in selected provinces

2) The GCEO as the Champion for the campaign launch.

- Mobilising support for the campaign throughout its duration,

3) Identified ambassadors to amplify support for the campaign. - Prominent personalities such as, TV and Radio personalities, sport icons, artists and

others.

4) On-air promos and competitions.

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IMPLEMENTATION PLAN

1) SABC Sport branded open double-decker bus.

• Navigate through communities in selected provinces.

• Engage the ambassadors.

• Promotional activities and give-aways.

• Selected matches.

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IMPLEMENTATION PLAN

DATE

Saturday August 20, 2005

REGION

FNB Stadium, JHB

(NIGHT GAME, LIVE ON SABC 1, 8pm)

ACTIVITY

1) Open-bus drive throughs. (HM)

2) Campaign Champion and ambassadors to meet and greet. (SB)

3) Kaizer Chiefs vs Bloemfontein Celtic, FNB Stadium. (MLM)

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IMPLEMENTATION PLAN

DATE

Sunday August 21, 2005

REGION

Germiston Stadium, JHB

(DAY GAME, LIVE ON SABC 1, 3pm)

ACTIVITY

1) Open-bus drive throughs. (HM)

2) Campaign Champion and ambassadors to meet and greet. (SB)

3) Moroka Swallows vs SuperSport United, Germiston Stadium. (MLM)

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IMPLEMENTATION PLAN

DATE

Saturday August 27, 2005

REGION

Free State Stadium, Bloemfontein

(NIGHT GAME, LIVE ON SABC 1, 8pm)

ACTIVITY

1) Open-bus drive throughs. (HM)

2) Campaign Champion and ambassadors to meet and greet. (SB)

3) SAA Supa 8 Semi-Final TBC. (MLM)

4) Promotions. (HM)

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IMPLEMENTATION PLAN

DATE

Sunday August 28, 2005

REGION

ABSA Stadium, East London

(DAY GAME )

ACTIVITY

1) Open-bus drive throughs. (HM)

2) Campaign Champion and ambassadors to meet and greet. (SB)

3) Match TBC. (MLM/CDM)

4) Promotions. (HM)

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IMPLEMENTATION PLAN

DATE

Saturday, Sept 3

(CLIMAX OF THE CAMPAIGN)

REGION

e-Thekwini, KwaZulu-Natal

ACTIVITY

1) Open-bus drive throughs. (HM)

2) Campaign Champion and ambassadors to meet and greet. (SB)

3) Big screens to watch Bafana Bafana vs Burkina Faso at Kingsmead Stadium. (HM)

4) Promotions on site. (HM)

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IMPLEMENTATION PLAN

2) The GCEO as the Champion for the campaign launch.

• Press Launch on Monday,15 August 2005

• Mobilizing support for the campaign throughout its duration.

• Present at the launch and at key events throughout the campaign.

• Source sponsorship for the project.

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IMPLEMENTATION PLAN

GCEO (HM)

• Five ambassadors per region.

• Present at FNB Stadium, Bloemfontein , East London, Durban.

• Secure special chartered flights for fans to travel to Burkina Faso. (South African Airways)

TIMELINE

By the Wednesday of each region.

On-going

August 19

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IMPLEMENTATION PLAN

3) Identified ambassadors to amplify support for the campaign.

- GCEO Ambassadors

- Prominent personalities such as, TV and Radio personalities, sport icons, artists and others.

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IMPLEMENTATION PLAN

• GCEO’s Five ambassadors per region. (HM)

•Three personalities per regional station. (OM)

•Four SABC Sport Television Personalities per region. (SB)

• Minimum of two SABC Sport Radio Personalities region. (OM)

• Four regional sport personalities. (SB)

TIMELINE

By the Wednesday of each region.

By the Wednesday of each region.

By the Wednesday of each region. August 17

By the Wednesday of each region.

By the Wednesday of each region.

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IMPLEMENTATION PLAN

On-air promos and competitions

• Awareness promos and presenter mentions.

• Competitions.

• Supporters travel package campaign.

• Messages of support campaign

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IMPLEMENTATION PLAN

RADIO

• Campaign positioning promos launch. (VM)

• Commentator live reads. (OM)

• Listener competition per radio station to win trip to the final World Cup Qualifier against the Democratic Republic of Congo.

• Listener competition inclusive all radio, one to Egypt 2006 and one to Germany 2006. (HM)

• Drive message of support through SMS and SABC Sport website. (VM)

TIMELINE

August 15

August 15 – on-going

Launch August 17 – ends Sept. 2

Launch August 17 – ends Sept. 2

Ends Sept. 2

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IMPLEMENTATION PLAN

TELEVISION

• Campaign positioning promos launch.

• Presenter live reads. (JV)

• Viewer competition across all three channels to win trip to the final World Cup Qualifier against the Democratic Republic of Congo

• Viewer competition on all channels, one to Egypt 2006 and one to Germany 2006.

• Drive message of support through SMS and SABC Sport website.

TIMELINE

August 15

August 15 – on-going

Launch August 17 – ends Sept 2

Launch August 17 – ends Sept 2

Ends Sept. 2

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IMPLEMENTATION PLAN

NEW MEDIA• Open campaign page continuously updated.

• Personality support messages.

• Reader competition to win trip to the final World Cup Qualifier against the Democratic Republic of Congo. (HM)

• Reader competition on all channels, one to Egypt 2006 and one to Germany 2006.

• Compile booklet and CD out of SMS and SABC Sport website for the team. (MLM)

• Drive message of support through SMS and SABC Sport website. (VM)

TIMELINE

August 15

August 15 – on-going

Launch August 17 – ends Sept. 2

Launch August 17 – ends Sept 2

August 31 (Hand-over at Farewell Press Conf)

Ends August 30.

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PROJECT MANAGEMENT

• PROJECT CHAMPION – GCEO (Adv. D. Mpofu)

• PROJECT CUSTODIAN – CE (Mr. M.M. Mbebe)

• PROJECT LEADER – HOD (Mr. W. Mfebe )

• PROJECT COMMITTEE CHAIR – GM SPORT PROD. (Mr. J. Matthews )

• PROJECT MANAGER – HM (Ms. Happy Mabuya)

• CORPORATE COMMUNICATIONS – (Mr. P. Setsetse & Ms. T. Mncube)

• CORPORATE MARKETING – (Mr. P. Kwele & Ms. L. Dulcie & Ms. J. Dube )

• STAKEHOLDERS:

-SOUTH AFRICAN AIRWAYS – Ms. N. Japhta & Ms. N. Koza-SOUTH AFRICAN FOOTBALL ASSOCIATION. – Mr. C. Mtshiselwa

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ADDITIONAL IMPLEMENTATION PLANS

– SABC

DATE

By August 20, 2005

REGION ACTIVITY

1) GCEO invite Print Editors to a breakfast briefing on the project by Monday August 15, 2005. (before launch)

2) Synergy building/alignment of project plan vs on-air handling of shows by Presenters. (OM) by 19/08/2005

3) Regional GM’s to facilitate with Provincial Heads for participation in the bus drive throughs. (TM) by 19/08/2005

4) GCEO – Rediffusion with Regions launching the project. (TM) by 19/08/2005

5) SABC Production-Roving Betacam shoot. (CN) by 15/08/2005

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IMPLEMENTATION PLAN – SAA

DATE

Saturday August 20, 21, 27, 28, September 3, 2005

REGION ACTIVITY

1) SAA identify four ambassadors. (Response 12/08)

2) Open bus drive throughs (in association with the SABC)

3) Co-branding on the bus and Press Launch. (Response 12/08)

4) Articles in Sawubona Magazine article deadline

5) Distribution of brochures on SAA platforms

6) On-board brochures

7) SAA Supa 8 Semi-Final for Bloemfontein (Scheduling) & MLM to write an official memo to PSL on the match scheduling

8) Special-chartered flights to Ouagadougou carrying 110 people

9) Special flights for PSL games

10) Synergy with SABC on Big screens to watch Bafana Bafana vs Burkina Faso at Kingsmead Stadium. (HM)

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IMPLEMENTATION PLAN - SAFA

DATE

Saturday August 20, 21, 27, 28, September 3, 2005

REGION ACTIVITY

1) SAFA ambassadors per region/province. By Wednesday of each region. (CDM)

2) Open bus drive throughs (in association with the SABC).-Ongoing. By Wednesday of each region (CDM)

3) Co-branding on the bus – Bafana Bafana – and Press Launch – SAFA. (CDM)

4) Match co-ordination in East London(28/08/2005). Response 19/08/2005. (CDM)

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IMPLEMENTATION PLAN – SAFA

CONTINUATION

DATE

Saturday August 20, 21, 27, 28, September 3, 2005

REGION ACTIVITY

• Organize minimum four ex-player as personalities per region. By Wednesday of each region (CDM)

• Recommendation to include SAFA partners. By 14/08/2005 (CDM)

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LAUNCHIMPLEMENTATION PLAN

DATE

Monday August 15, 2005

Start 11am

REGION

Ground Floor Auditorium, Radio Park, SABC, JHB

ACTIVITY

1) MC: SABC Sport – Carol Manana.

2) Confirmation of invites.

3) Content Enterprise CE: Mvuzo Mbebe.

4) GCEO: Dali Mpofu.

5) SAFA President: Molefi Oliphant.

6) SAA HoM: Nonhlanhla Koza.

7) Audio Visual. (VM)

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SUGGESTEDCRITICAL IDEAS

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1) POST BURKINA FASO MATCH BUILDING UP TO DRC MATCH

• Introducing a National Icon – National flag.

• Use Rank TV big screens as well as small towns (big screen).

• Involve schools and football clubs to support campaign.

• Raise R000000m SAFA fundraising project supporter to build a 2010 National Team.

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BRAINSTORMING OTHER SUGGESTED CRITICAL

IDEAS

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DELEVERABLES – REGIONAL MANAGERS:

1. Decide on route maps / schedule

2. To submit all suggestions (15/08/2005)

3. MEC of Sport & Premiers to be involved

4. All problems to be communicated well in advance

5. In put on regional ambassadors – well in advance

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BRAINSTORMING OTHER SUGGESTED CRITICAL

IDEAS

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DELEVERABLES – RADIO STATIONS:

1. Live reads

2. OB Vans – shadow bus

3. Requirements & suggestions to be communicated by 15/08/2005

4. Vusi to produce script and Zolisilwe to produce to all radio stations

5. Big screens to draw support from the rest of the regions

6. Emphasis on local empowerment.

7. T-shirt requirements (staff with sizes) to be submitted 15/08/2005

8. Translations of the campaigns name to be submitted to have a local name for each region.

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BRAINSTORMING OTHER SUGGESTED CRITICAL

IDEAS

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IDEAS TO BE INCLUCED:

1. Branding on the bus

2. SAA – message management on board

Pilot announcement of score

1. SABC staff to be mobilized

2. SAA to tap into Eskom & Telkom (hang the flag)

3. 10 min development clinic – SAFA

4. Key learnings of USA – soccer reflected in day to day programming (7de Laan, Generations etc)

5. Charity / Pledge day – after 2006 in support of 2010