Carling Black Label Cup - Fak'ugesi

Carling Cup Fak’Ugesi was a bold, culture-driven campaign that reignited South Africa’s love for local football by handing the power back to the fans. With declining stadium attendance and waning interest in local soccer, Carling Black Label needed to revitalize its long-standing sponsorship of the Carling Cup and reconnect with the passion of its core audience — the fans.

Insight & Strategy:

Soccer is more than a sport in South Africa — it's a cultural heartbeat. Yet local football lacked the energy and fan involvement of international leagues. The insight was simple but powerful: when fans feel involved, the game changes. Building on Carling Black Label’s legacy of empowering consumers, we created a campaign that turned spectators into stakeholders.

The strategy: fuse technology, fan culture, and local pride to transform the traditional Carling Cup into a dynamic, 16-match championship powered entirely by fans. Through digital platforms and activations, supporters could vote for their favorite players, influence team line-ups, and participate in live experiences — putting the energy (ugesi) back into the game.

Execution:

• A new championship structure allowed fan-driven voting for match line-ups

• Interactive digital platforms for match engagement and voting

• On-the-ground activations and community events across the country

• Integrated campaign rollout across TV, radio, digital, OOH, and influencer partnerships

• Storytelling that elevated the emotional connection between fans and the game

Results:

• +51% increase in sales for Carling Black Label during the campaign period

• Massive uplift in stadium attendance and match engagement

• Repositioned Carling Black Label as the champion of the local game

• Demonstrated tangible brand impact through strategic sponsorship activation

Recognition:

🏆Gold at the Effie Awards for Experiential Marketing: Live & Digital,
🏆 Gold - WARC Awards for Effectiveness 2025 (Partnership & Sponsorship Category)
🏅 Ogilvy South Africa named Top African Agency at the WARC Awards