Campaign details

Brand: Shield
Lead Agency: Gorilla
Region: EMEA

Strategy

Objective

Deliver brand sales. Increase Total Shield Penetration in core LSM B market.

Build a Shield platform that can offer long term benefits for the brand and its consumers.

Get men to start using Shield more often by proving its efficacy within a relevant passion point: Soccer.

Target Audience

LSM B 18 - 35 male.

Driven, aspirational and motivated. Opportunity seeker.

A passion for soccer; seen as a form of escapism from everyday life.

Creative Strategy

For millions of South Africans, soccer is more than a game. Being prepared for the game means being prepared for life. Confidence on the pitch means confidence to pursue their dreams.

Soccer offered us a genuine way to connect with our consumers, while we unlocked ways for them to move forward in life.