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Home News

AI assembles #TheBackUpSquad for Bafana Bafana

Castle Lager kicks off its AFCON campaign.

by TMO Reporter
January 15, 2024
in News
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AI assembles #TheBackUpSquad for Bafana Bafana

The Backup Squad

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Who is Bafana Bafana’s backup squad as the national team prepare for their first match in the 2024 African Cup of Nations tournament?

Well, the fans, of course. But for this campaign, sponsor Castle Lager deployed artificial intelligence (AI) to design Bafana Bafana fan archetypes who will offer physical rewards to followers who engage via social media.

The TV commercial was created by SAB’s agency, Draftline, which was also responsible for the artificial intelligence aspect of the campaign. Agency Retroviral, renowned for its ability to create viral content, are the communicators behind the campaign.

Founder and media entrepreneur, Mike Sharman, believes artificial intelligence will play a more powerful role in advertising and marketing in 2024.

“From a marketing communications perspective, AI enables us to short circuit the once laborious feedback loop synonymous with the ‘show and tell’ of ideas,” he told The Media Online.

And he added, “The barrier to clients saying ‘yes’ to an idea is often in the articulation of idea from how agency sees it in their heads, versus how it is interpreted. Now we can AI ideas and debate the merits in real-time and take advantage of tactical opportunities, quicker and more often.”

Castle Lager brand director, Wendy Bedforth, said: “AI is one of the most exciting new technologies in Africa because, according to a report by McKinsey & Company, AI in Africa could contribute up to R20 trillion for the continent by 2030, a 5.6% increase in the continental GDP.”

Check out the ad here: https://youtu.be/duxHfAc2hRM?si=v8KAFK__n-kz0Yjl

Meet the AFCON AI archetypes
“We all know one of these football audience members,” said Bedforth. “From The Bench Warmer, to the Sideline Coach, to – most importantly – the Superfan, so we leveraged our AI capabilities to bring these characters to life during the continent’s footballing showpiece.”
Bedforth said Castle Lager, the official beer of Bafana Bafana since 1991, is proud of the team and “confident that coach Broos and his chargers will make the nation sit up and take notice, based on all the preparation in the build up to their matches in Ivory Coast”.

Tags: advertisingAfconAfrican Cup of NationsAIAI in advertisingarchetypesartificial intelligenceBafana BafanaCastle LagermediaMike SharmanRetroviralsponsorship

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