Sense Check | LiteCastle Lager “Superfans” Case Study

Link: https://www.youtube.com/watch?v=V6GWqRgK5DY

Castle Lager “Superfan” Television execution

Terminology explained

Terminology explained

Brand RecallAssesses the likelihood that a consumer would remember the

brand (for better or worse) after seeing this execution

Storytelling Score Assesses how well the execution tells a story

Copywriting Score Assesses how well the execution is writen

Visual ScoreAssesses how strong the visual aspects of the execution are

(quality, colours, scenery)

Purchase Intent Assesses the likelihood that a consumer would purchase the

product after seeing the advert

Product RecommendationAssesses the likelihood of a consumer recommending the

product to a friend or colleague after seeing the advert

Viral Potential Score Assesses the likelihood of this execution going viral

LeapScore

A proprietary measure developed by Springleap, that is an

expression of all the Springleap measures in a singular

number. One needs to look at the “actionable insights” in order

to increase this score – which in turn will make the execution

stronger (creatively speaking).

Executive Summary

Top Box*

75%-100%

50%-74%

0%-49%

*Brand Recall

Storytelling

Copywriting

Visual

Purchase Intent

Product Recommendation

Viral Potential

Summary on measures

Media Mix Suggestion

Digital (43%) and Out of Home (38%)

Strongest Score Weakest Score

Brand Recall Viral Potential

*Note: Significance testing is unavailable until norms have been created. “Traffic lights” have been used to illustrate

strengths and weaknesses based on percentages.

LeapScore: 3.58*

Executive Summary

• Consumers are very likely to remember Castle after seeing this advert

• The advert did a very good job in creating a story

• The copywriting is perceived as average

• The visual aspects of the ad are very strong

• Consumers are likely to purchase Castle after seeing this advert –at an

average level however

• Consumers are likely to recommend Castle to a friend or colleague after

seeing this advert – but not at high levels

• This video has little potential to go viral

• When looking at other media channels this campaign would do well on,

Online (43%) is most recommended, followed by Out of Home (38%)

Executive Summary

• The main message is clear, and linked to the payoff line:

“It all comes together with a Castle”.

• The advert is trying to create a sense of camaraderie and national

pride, which it did achieve to some extent…

• Mostly positive feelings are associated with the ad, particularly linked

to “South African-ness”, patriotism and pride.

• The visual aspects, art direction, storyline, familiarity of celebrities

and languages spoken, as well as the intended humour, works well in

this advert.

• The copywriting, pace, authenticity, CGI, unrealism and acting are not

working well

• The solution is to make the big idea behind the ad stronger, whilst the

execution needs to be simplified, along with better editing,

copywriting and acting (directing)

The results in more detail

Who did we speak to?

Male 38%

Female62%

Gender

DBN4%

CPT65%

JHB31%

City

Copywriter22%

Film Producer7%

Graphic Designer15%

Creative Director22%

Art Director11%

Animator4%

Video Editor4%

Photographer4%

Head of Social Media

4%Other

7%

Job Title

Consumers are very likely to remember Castle after seeing this advert

After seeing the ad, how likely do you think consumers are to remember the brand in the advertisement?

Statistic Value

Min Value 1

Max Value 5

Mean 4.18

Variance 0.82

Standard Deviation 0.91

Very Unlikely; 5%Unlikely; 0%

Undecided; 5%

Likely; 54%

Very Likely; 36%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TOP BOX: 90%

The advert did a very good job in creating a story

How good of a job did the ad do in creating a story?

Statistic Value

Min Value 2

Max Value 5

Mean 3.82

Variance 0.82

Standard Deviation 0.91

No Story; 0%

Some Story; 14%

Undecided; 9%

Strong Story; 59%

Great Story; 18%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TOP BOX: 77%

The copywriting is perceived as average

How strong was the copy-writing?

Statistic Value

Min Value 2

Max Value 5

Mean 3.32

Variance 0.89

Standard Deviation 0.95

Very Weak; 0%

Weak; 27%

Undecided; 18%

Strong; 50%

Very Strong; 5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TOP BOX: 55%

The visual aspects of the ad are very strong

How strong were the visual aspects of the advertisement (quality, colours, scenery)?

Statistic Value

Min Value 3

Max Value 5

Mean 4.05

Variance 0.43

Standard Deviation 0.65

Very Weak; 0%

Weak; 0%

Undecided; 18%

Strong; 59%

Very Strong; 23%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TOP BOX: 82%

Consumers are likely to purchase Castle after seeing this advert –at an average level however

After watching this ad, how likely are consumers to purchase this product?

Statistic Value

Min Value 2

Max Value 5

Mean 3.64

Variance 0.43

Standard Deviation 0.66

Very Unlikely; 0%

Unlikely; 5%

Undecided; 32%

Likely; 59%

Very Likely; 5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TOP BOX: 64%

Consumers are likely to recommend Castle to a friend or colleague after seeing this advert – but not at high levels

After watching this ad, how likely are consumers to recommend this product to a friend or colleague?

Statistic Value

Min Value 2

Max Value 5

Mean 3.23

Variance 0.95

Standard Deviation 0.97

Very Unlikely; 0%

Unlikely; 27%

Undecided; 32%

Likely; 32%

Very Likely; 9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TOP BOX: 41%

This video has little potential to go viral

To what degree does this video have the potential to go viral?

Statistic Value

Min Value 1

Max Value 5

Mean 2.82

Variance 1.30

Standard Deviation 1.14

Very Unlikely; 9%

Unlikely; 41%

Undecided; 14%

Likely; 32%

Very Likely; 5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TOP BOX: 37%

When looking at other media channels this campaign would do well on, Online (43%) is most recommended, followed by Out of Home (38%)

What other media channels would this campaign do well on?

Radio5%

Print14%

Out of Home38%

Online43%

The main message is clear, and linked to the payoff line: “It all comes together with a Castle”. The secondary messages are:

What do you think the main message of the ad was?

South Africa coming together through

sport and our national teams.

Regardless of the

circumstances or how you

got there, every situation

and adventure is great if

it ends in a cold beer with

your mates.

How Castle Larger, like sports in

a South African context, can be

a means to unite diverse people.

Showcasing Castles sports

sponsorship through a feel

good ad where the superfans,

who always make it to every

match, have the favour

returned to them by the very

players they love.

Castle supports the superfan...

Buy castle lager, get

behind our national

sports teams and

support the brand

and lifestyle.

A town coming together to help

someone out

The Castle Lager is a big

supporter of South African Sport

If you consume this drink

things will go your way.

Do what it takes to get to

the game and enjoy a

Castle with everyone.

Castle drinkers are one big,

happy family who love sport

and will do anything to support

their national teams

That Castle brings people

together no matter their

backgrounds, race,

geographic location or even

their sport affiliation.

That Castle brings people

together no matter their

backgrounds, race,

geographic location or even

their sport affiliation.

The advert is trying to create a sense of camaraderie and national pride, which it did achieve to some extent…

What do you think the ad was trying to achieve? Did it achieve it?

Linking the beers strong

association with sport and fans

with beer drinkers. Yes it did.

Sport and Castle brings

a nation togetherThe camaraderie that

Castle creates.

Create a sense of

camaraderie, "South

African-ness" and

lighthearted humour

which viewers would

associate with the

brand. Achieved to an

extent.

A sense of national pride, by

featuring players from our three

main national sports (cricket,

rugby & soccer). I think it did

well to play on nostalgia as the

advert referenced iconic movies

such as 'The Gods Must be Crazy'

& the Leon Schuster style. I

think it did a great job of

achieving it's goals and I will

definitely be recommending it

to friends.

The ad wanted to show

how Castle supports

superfans and that it

does so by making

things 'all come

together'. I don't think

it achieves this because

it's a 2 part message.

Although I think it was perhaps

too long, I think it did a good

job of playing on the emotions

of 'ordinary' South Africans by

including a travel element and

a good friends/good times

approach. I think it successfully

achieves the stirring of emotion

which would lead most to feel

closer to the brand and

product.

Positioning Castle with the

rugby games and the lifestyle

around being a supporter. If

this was the message then it

was achieved however the ad

may have been too long or

not enough punch in it. The

guys arriving at the plane was

the only excitement and I felt

like you spent too much time

waiting to see what would

happen.

Trying to show

spirit of Ubuntu

- Yes

The ad seems to be a sincere attempt to strengthen the brand by focusing

on the fans. The TVC is designed to appeal to the widest possible audience

with good old Rainbow Nation clichés, Schusteresque slapstick and cameos

from sports celebs. I don't think it is a particularly good ad, but it looks

expensive and it will definitely appeal to the target market.

Mostly positive feelings are associated with the ad, particularly linked to “South African-ness”, patriotism and pride.

What metaphors, synonyms and/or feelings do you associate this execution with and why?

Contrived, silly at times, irresponsible. On

some level everything beer drinkers are

sometimes so in that regard it's spot on.

Patriotism, fun, friendship, mateship. Guys

looking out for each other.

Friendship, adventure, happy-go-lucky,

optimism The characters take each speed

bump as it comes with enthusiasm.

In terms of feelings I associate this

execution with a a feel good movie

aesthetic & happy ending formula.

Bit's of comedy are used well to

deliver the messages and story. As

mentioned there were a lot of

similarities to iconic South African

music and the obviously the ad was

aimed at appealing to our national

pride through sport & sports stars.

Epic feeling - big adventure/trip

overcoming obstacles to achieve

final goal/destination Feel-good

story of friendship and possibilities

- archetypal and recognizable

memorable and funnyThis advert makes me

thirsty. I get quite

annoyed with how false

and intentionally staged

it seems as well.

It's fun. It's on brand for Castle.

It's quite typical of the category

but not in a bad way.

Fun. Excitement. Enjoyment.

National pride, sportmanship,

camaraderie. Symbolism,

imagery all plays into those

feelings.

There is tons of national

symbolism throughout the

ad. As mentioned before, I

think the ad links feelings of

national unity and good times

with the consumption of the

product.It had a sense of anticipation

and excitement. The colour

and tone felt energetic and

made you want to be a part

of that experience.

If you are afraid of

something doing it together

will pull you through. Much

like having beers together. It

gives a solution to fear.

Don't be a spoil

sport, the guy that's

too scared to jump

out the plane. Fun

and energetic.

Patriotism, pride, dedication, support -

it's clearly aimed a fans and aims to

leverage their dedication to their team,

connecting the brand with those feelings

Which metaphors? Which

synonyms? This ad wears its

heart on its sleeve and that

heart is filled with woozy,

selective focus sentiment

The visual aspects, art direction, storyline, familiarity of celebrities and languages spoken, as well as the intended humour, works well in this advert.

What is working well in this advert?

The pace of the

ad is great. The

tension in the

final scene is

cool too.

Journey of consumer or sports fan

and sports stars working together

to achieve the same goal.

Visually you can spot it's a Castle

ad a mile away

The attention to detail in the

storyline. Small, quirky nuances.

Colour grading and art direction

are very nice

Mixing the languages of the different

cultures. Makes it more familiar.

The comedy and story are strong

and have a wide appeal to a wide

demographic and audience.Familiar relatable characters clear and easy to

understand storyline humour nice feeling of

nation-building and togetherness toward the end

The excitement created with the action like

sequences and the dry space making me

empathise with the main guys. The inclusion of

AB De Villiers and other famous sports people is

also effective in showing a strong brand image.

This shows popularity.

The visuals, the production

values and the performances.

I think the art direction, storyline, casting

and overall production value is of a very

high standard, meaning that the ad

overall comes over as high quality.

I think the art

direction,

storyline, casting

and overall

production value is

of a very high

standard, meaning

that the ad overall

comes over as high

quality.

The visual treatment and music is

vibrant and appealing. The scene

when the guys arrive at the plane

is pleasantly unexpected. Product

logos and placement on the sports

field banners is a nice touch.

The storyline, the famous sportmen and the

proudly South African feeling.

All the well known faces. The

togetherness and friendship.

Sports celebrities in a humorous context

where you don't normally see them. The

storyline is positive and would be relatable

for many South Africans. Its nicely shot.

Colour, shooting, some

of the basic comedy. It's

a visually rich element

with a few surprises.

The copywriting, pace, authenticity, CGI, unrealism and acting are not working well.

What is not working in this advert?

Some of the dialogue.

Either the copy is

weak, the delivery

from the actors or the

direction of the actors.

It is a bit long.

Editing a bit slow.

The ending is a bit

"addy".

Pacing in the first

sequence drags a

fair bit, should

have been edited

tighter

One slightly confusing part

was that the police officer

was actually helping them -

I think that could've been a

bit clearer.

Some of the comped-

in scenes don't look

"real" enough.

some of the lines in

the car could be

funnier

The falseness of the

relationships and

some overacting is

what doesn't

necessarily work

Not sure what he's saying to

the crowd before they all

start cheering. Not a deal

breaker though.

The message is a bit

convoluted. It's a

fun story, but it's

not clear what the

takeout should be.

Seems forced and trying to

appeal to everyone -

unsuccessfully - works well as

a long execution - not a 30"

I think some bits of the copy are

cheesy and some of the acting

is sub-par. I also find the

intense use of national symbols

a bit tiring throughout the ad.

The story feels flat in the beginning and at the

end. Perhaps slightly unoriginal in these scenes. It

felt a little too long. Although the visual treatment

is beautiful, there is a lot happening in some of

the scenes, and I struggled a little to absorb some

of the atmosphere because it felt too busy

The production value, especially some scenes-

jumping out a plane lets the advert down, as it

doesn't look real. Its also super long winded.

The effects on the men jumping out of the plane. I

feel it looks a bit fake.

I feel the script could be better. I also think

the grading could be better. The yellowness of

the opening shots could be more juxtaposed

with the colourfulness of the stadium.

I would've like too see the sport

stars talk more and some of

their acting is a bit off. Also

more variety of languages.

I didn't connect with the Superfans, at all. They're all

potentially engaging but they disappear into the scenery. The

edit and music are very middle-of-the-road. And there are a

couple of so-so CG shots that were meant to be awesome but

fall a bit short because they were probably rushed.

I have seen the cut-down

version of this ad and didn't

find it as entertaining. I

wasn't sure if a Superfan

was something created just

for this ad or if it also ties

into a Superfan competition

that Castle is running at

the moment. I think some

of the moments in the story

could have been slightly

more original.

Music, video editing,

copywriting, celebrities. It

seems disjointed - almost

like many ads made into on

concept. The celebrities/

players aren't really

leveraged well. There's such

depth and character, they

should play a bigger role.

The supporting actors

(police officer; etc) add

more. And the music, while

popular and catchy, seems

like a last minute add on.

The solution is to make the big idea behind the ad stronger, whilst the execution needs to be simplified, along with better editing, copywriting and acting (directing)

Looking at what is not working, what recommendations do you give to make this execution a great one?

The "super fan" idea is strong, it's

simply that the idea could shine

much brighter than it does in this

ad. Leverage the players/

celebrities better. Drive the

message home better.

Relook the

dialogue, look at

other takes to

find better line

delivery.

Would add a few more golden

nuggets which would trigger

humour, like the old guy sipping

on his beer at the 1st location.

A more humorous ending.

Relook at the edit

of the opening

sequence. There

isn't really that

much dialogue

needed, it kills the

mood a bit

If the police officer had a straight face and

then smiled/laughed that would have made

that aspect a bit clearer.

The scene at the end when they

"cheers" the two Castle bottles looks

like it was added into the shot

afterwards, I think this should of

been one shot. The scene with them

jumping out of the plane (falling)

could of been better produced.

Think that there should be a more

down to earth advert for this product

that includes women as well.

Being single-minded in the

messaging. Ads should say 1

thing, brilliantly.

Simplify the execution. Too

much happening, distracting. For me personally, I see it as

distasteful to link national pride and

professional sports men and women

with the consumption of beer. I

think a storyline that exists outside

of a framework based on national

pride could also convey a good

time/good friends feeling, and

promote the brand just as well.

A shorter advert. Perhaps there are a

few unnecessary scenes/frames.

Dont complicate the scene with too

much happening visually. The acting

in the very start should feel a little

more natural.

Better remastering

of the effect.

Jumping out a plane, the

SFX should be checked out

Maybe a joke or two. Even just

physically from an acting point

of view. I would saturate the

grade a bit. The skydiving shot

is a bit fake.

More talking from the sport

stars, more language variety,

sharpen some of the acting.

Tighten up the edit, fix the CG

and focus more on the Superfans.

More original moments in the story that aren't too cliché. Clarifying whether

they just call themselves Superfans or if i too can be a Superfan by winning

something sports related with Castle. Have the ad involve the public

somehow by sharing their ultimate fan stories or by giving away the ultimate

fan experience. An element like this can help it live in digital and radio.

Cut it down to a minute.

Consider punch lines for the

players/celebs (phrases that

people will repeat and that will

drive cultural relevance).

Rework the soundtrack. Cutting

the ad down significantly will,

alone, help a lot.

Remon Geyser

Research Lead

(o) +27 (0) 11 718 2820

(m) +27 (0) 73 079 9941

remon@springleap.com

1st Floor (Inside Clearwater), Media Mill Building,

7 Quince Street, Millpark, Johannesburg 2192