Case study: Consumer Prize Campaign

MALTA GUINNESS: GET BOOKED

  • Prize Unique Football Experience
  • Platform TV Show Prize Campaign
  • Sector FMCG

“Working with Black Tomato Agency is always a pleasure. We can always rely on the team to come up with fantastic prize packages that really do get our clients excited. They often have to work to very demanding deadlines and they never let us down. They act as an extension of our client servicing team when needed and we always look forward to briefing the team and are genuinely excited to see their responses.” 

Category Brand Manager
Hey Human!

Malta Guinness: Get Booked - Team Football

What did the client want?

Malta Guinness is Nigeria’s number one non-alcoholic malt drink. So when the hugely popular Nigerian TV show “Malta Guinness: Game On” called for six passionate fashion designers and six fanatical football coaches to go head-to-head for a chance to win the Ultimate Malta Guinness Experience, viewers were compelled to vote for who they felt – through energy, passion and vitality – was most deserving of the once-in-a-lifetime immersive experience.

We were asked to create, manage and fulfil a truly unforgettable experience for the winner. More than just a prize, it had to engage the TV-voting public and offer the winner an exceptional experience and an opportunity to learn skills that could be shared with their community on their return. In short, the prize had to live on and impact the life of the winner in a positive and meaningful way. With 26-year-old football coach Olumide crowned as the winner, we set out to plan the most unique and immersive money-can’t-buy football experience possible.

What made it stand out?

We worked tirelessly to provide the winner with a chance to experience a truly unique opportunity, providing the all-important opportunity to learn skills to take home with him and benefit his community.

A partnership with Charlton Athletic FC which didn’t affect any of their existing sponsorship commitments was secured – no easy task given that Malta Guinness is an energy drink and almost all clubs already carry a soft drinks sponsor.

Finally, the FA was contacted to secure the winner a place on a sold-out specialist training course, as well as access to film a normally closed event. We also filmed additional content for use within the show via a pitchside interview with Katrien Meire, the club’s CEO & Director, who went on to offer her support to the winner’s home club with a monetary donation from the club, gaining exposure and positive PR for both Charlton Athletic FC and Guinness.

Interview with Charlton Athletic's CEO Katrien Meire
Malta Guiness prizewinner in the Chelsea Team changing room

How did the campaign add value?

“Prior to winning the show, I was just a coach with a big dream, one year after I am a coach living his dreams, with a deeper insight in the knowledge of the game, all received from my FA coaching courses, internship at Charlton Athletic and the equipment given to me to help practice what I have learnt.

The effect on my life is so profound, and it transcends me, as I am directly impacting over 300 Nigerian kids and over 30 coaches in my role as Head of Youth Development at Clique Sports Football Academy. I am eternally grateful to Malta Guinness and Black Tomato Agency for giving me the experience of a lifetime.” – Olumide Ajibolade, Get Booked Prize Winner

The numbers

  • Miles travelled by the winner

  • Malta Guinness experiences created - one for each possible winning team

  • IPM COGS Gold Award 2016

  • %

    of viewers voted for the winning football experience

  • Hours of official FA training for the winner

  • Promise of financial support from Charlton Athletic FC

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