Pendoring Winners
The Granboks
Retroviral / Johannesburg + PR Machine / Johannesburg + Shaun James Films / Johannesburg
Client / Brand
SAB (AB-Inbev) / Castle Lager
Entry Title
The Granboks
Description (View/Hide)
The GranBoks was Castle Lager’s most successful, 'viral' campaign in the past decade.
It was a branded content series, starring the grandmothers of three Springbok rugby players - supported by traditional and digital PR methods - that national radio station 947 praised: ‘Cheers to getting South Africa right in the feels, Castle Lager!’
The campaign is one of the most successful Rugby World Cup PR campaigns of the year as it reached 51.6m South Africans, generated more than R4m in earned media, ensured Castle Lager had the greatest sponsor SOV (48%) while sales grew 30% YOY.
It was a branded content series, starring the grandmothers of three Springbok rugby players - supported by traditional and digital PR methods - that national radio station 947 praised: ‘Cheers to getting South Africa right in the feels, Castle Lager!’
The campaign is one of the most successful Rugby World Cup PR campaigns of the year as it reached 51.6m South Africans, generated more than R4m in earned media, ensured Castle Lager had the greatest sponsor SOV (48%) while sales grew 30% YOY.
Entered In
Retroviral / Johannesburg + PR Machine / Johannesburg + Shaun James Films / Johannesburg
Client / Brand
SAB (AB-Inbev) / Castle Lager
Entry Title
The Granboks
Description (View/Hide)
The GranBoks was Castle Lager’s most successful, 'viral' campaign in the past decade.
It was a branded content series, starring the grandmothers of three Springbok rugby players - supported by traditional and digital PR methods - that national radio station 947 praised: ‘Cheers to getting South Africa right in the feels, Castle Lager!’
The campaign is one of the most successful Rugby World Cup PR campaigns of the year as it reached 51.6m South Africans, generated more than R4m in earned media, ensured Castle Lager had the greatest sponsor SOV (48%) while sales grew 30% YOY.
It was a branded content series, starring the grandmothers of three Springbok rugby players - supported by traditional and digital PR methods - that national radio station 947 praised: ‘Cheers to getting South Africa right in the feels, Castle Lager!’
The campaign is one of the most successful Rugby World Cup PR campaigns of the year as it reached 51.6m South Africans, generated more than R4m in earned media, ensured Castle Lager had the greatest sponsor SOV (48%) while sales grew 30% YOY.