These days one of the big words on producers’ lips is sponsorship. For budget-
challenged TV shows this is a viable way of finding additional sources of finance or even
funding the entire production.
Class Act is an example of a locally produced sponsored series aired on South African
public broadcaster SABC. This reality programme aims to find the country’s top acting
talent and has proved to be one of the most successful series on SABC1. It is in its
second season.
Produced by Curious Pictures, Class Act is sponsored and bought to the small screen by
Amstel Lager. This season not only seeks out the best male acting talent but female as
well.
Curious Pictures’ Donovan Marsh states that the great thing about the show is that it
allows Curious Pictures and Amstel to retain the intellectual property (IP). “I pitched the
show to Amstel’s advertising agency which was looking for a suitable television show for
its client. I had pitched the show for nearly five years to various channels without
success.’
Marsh believes the Amstel brand has an excellent strategy when it comes to the series.
“That strategy ensures that Amstel’s message comes through in subtle and indirect
ways. Amstel understands the nature, tone and feel of the show.
“Sponsorship is a very effective way for a brand to get its message across. Class Act
has performed incredibly well for the brand and is even more effective than traditional
advertising.’
Felix Kessel of OwenKessel agency was instrumental in making the series viable by
bringing Amstel to the party via Brandhouse Beverages (Pty) Ltd. Brandhouse is a joint
venture between Diageo, Heineken International and Namibia Breweries Ltd. It is one of
South Africa’s leading premium drinks companies with a portfolio of brands across the
spirits, beer and cider categories.
Kessel explains how it all came about. “Amstel Lager was looking for a way to connect
more deeply with its market and to find a way to bring its values and beliefs to life. Our
search uncovered Class Act and immediately we knew we had a match. Amstel is far
more than a simple sponsor – they are the initiators of the project and take an active
role in every facet of the production, ensuring that the content is world class and
delivers entertainment and a clear message from the brand. This is a platform that
allows the brand to make a real difference in the lives of their consumers – a real chance
of success and a chance to share in the journeys of the extraordinary few who make
it.’
Brand connection
Kessel says that Class Act has over 95% brand connection with the people who watch
it. “The premium nature of the content, the real opportunity that we create and the
chance to let real quality shine out into the world resonates with the Amstel brand.
Affinity for the brand soars with anyone who watches the show.’
One of the challenges according to Kessell is maintaining great content, especially in the
reality genre. “It requires more effort over a longer time than traditional TV content and
is hands on all the way. You’re in a constant state of crisis management. But that is the
reality gig for you.’
From Amstel’s perspective the brand needs to be carried across other platforms. Kessel
continues: “There is a world of interaction, online, real world and promotional activity
that surrounds the show and that’s what takes up most of the agency’s time. Leaving
the TV show itself to the professionals like Curious Pictures, is a blessing. We know the
result is pure quality. They always keep our brand at the heart of the production.’
If brands do not start to seek new ways of connecting with their customers they will
simply not survive. “It is simple – if they do not look at alternative forms of reaching the
market they will die. Brands need to be far more than the simple products and services
they used to be, and that means they need to stop preaching. The 30-second and 60-
second spot ad will always have a place on screen but their role is changing from grand
motivator to something simpler – traditional ads are becoming a push mechanism for
directing people to other more engaging and meaningful content. This is what Class Act
does so well,’ notes Kessel.
All media
The new digital age means that brands need to be proactive about utilising all forms of
media. “The change has come and it is like a tsunami; it will keep coming until it forces
everyone to react, rethink and redefine their communication. In South Africa we’re a little
behind the curve but already mobile platforms like Mxit and Facebook mobile, Twitter and
others allow people to communicate more freely and broaden their horizons
exponentially through the crazy growth of social sets. With the power of these wider
networks they will challenge brands unequivocally.
“Brands have to prove themselves worthy of attention and respect. Digital is the great
reckoning. People will judge brands and those found lacking will be rejected,’ comments
Kessel.
