Ads24/Phumelela Soccer 6 Multi-platform campaign
2018 Finalist

Ads24/Phumelela Soccer 6 Multi-platform campaign

Ads24 - Sales & Marketing division of Media24

Sandton, South Africa

Category Advertising Sales and Retention

Media associated with this campaign

Overview of this campaign

Phumelela, South Africa’s leading racecourse owner, tote betting operator and racing media provider, partnered with Soccer Laduma to expand its in-press betting vertical – Soccer 6.


From August 2016 to April 2017 we set out to achieve:

  • Increased page views.?
  • Increased site view length.
  • Increased conversion rate.


And get the answer to this question…

Do Soccer Laduma readers want to access Soccer 6 fixtures and content on a digital as well as a print platform?

The solution

Our innovative, 360 degree, multi-platform campaign included a user interface for fans, and incorporated innovative and flexible platform techniques to get fans on the field. 

We integrated bespoke editorial content in print and digital media with weekly press, digital content, social media, video content on Soccer Laduma TV and Facebook, and premium display ads to maximise brand impact and drive traffic.

Results for this campaign

The Soccer 6 campaign was so successful that we had to pause it after 8 weeks, because the Soccer 6 website was unable to handle the traffic volume!

Match Centre – Soccer 6 on Soccer Laduma online became the 3rd highest unique engagement area.?A sign that it carved a niche on the site as an appointment view as the audience want to read more about match fixtures and betting opportunities.Betting tips articles saw the highest month-on-month audience engagement and reengagement.


Video content views


Earned shares and retweets


Comments across social media channels

9 million

Page impression from August 2016 to April 2017


Achieved exposure : Paid placement per post


Premium display ads saw an overall click through rate, twice the national average


To contact a company representative about this campaign, click here for the INMA Member Directory

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