Coca-Cola's 'Call-Up' Campaign Gives Fans a Shot at Being Boks
Coca-Cola has partnered with the Springbok rugby team to launch a new campaign called 'Call-Up to Be A Bok'. The campaign, created by Joe Public and directed by Katlego Baaitse from Spitfire Films, offers fans the chance to win an unforgettable experience: being part of the Bok squad for a match.
The campaign features Springbok head coach Rassie Erasmus, who agrees to star in the ads. In one TV commercial, Rassie urges all South Africans to enter the competition and be called up by him to the Bok squad. The ad also features inspirational captain Siya Kolisi and a star-studded Springbok cast.
The 'Be A Bok' experience includes flights, staying at the Bok team hotel, attending the Captain's Run the day before the game, visits to the locker room and stadium tunnel on game day, and watching the Boks live from some of the best seats in the house. Fans can enter the competition by buying participating packs, scanning the QR code on them, and then entering.
The campaign will run across TV, radio, OOH and DOOH, as well as social platforms hosted by comedian Donovan Goliath. Each Springbok home game this season will have an individual winner who will 'Be A Bok' for that particular match.