"It is both an honour and a privilege to be recognised in this way," says Mthobi Tyamzashe, Chief Communications Officer, Vodacom Group. "Only three gold Loeries were awarded this year in the sponsorship awards- two of which were awarded to Vodacom and SAIL for the Vodacom Super 12 Rugby and Vodacom Durban July sponsorships. Vodacom's 2010 Soccer World Cup Bid Announcement broadcast sponsorship was the only winner in its category and received a bronze Loerie."
According to Tyamzashe, the Loerie Sponsorship Awards are presented for excellence in the use of sponsorship programmes as a marketing and communications tool. The Awards serve to recognise and reward those who have effectively used sponsorship to create a bond with their target audience, thereby building greater brand affinity and ultimately driving their bottom line.
Vodacom, working closely with SAIL (the largest sponsorship and event management company in the country) was rewarded with an astounding 100% return on the three sponsorship properties submitted for the Awards.
"Vodacom's overwhelming success at this year's Loeries is a powerful affirmation of SAIL's ability to successfully position the Vodacom brand in various sponsorship arenas and in conjunction with their client's objectives," says Tyamzashe.
The Vodacom Super 12 Rugby sponsorship walked away with a gold Loerie in the Super Budget category.
"This sponsorship was a resounding success for Vodacom," says Tyamzashe. "Our extension into Retail contributed to an overwhelming 194.24% increase in contract sales. The fully integrated communication and leverage activities touched the public on multiple levels and afforded Vodacom the opportunity for true interaction."
According to Tyamzashe, the statistics speak volumes about the overall success of the campaign: Vodacom's awareness as a rugby sponsor increased to 44.2% among whites and 23.1% among blacks; and sponsorship media coverage increased by 17.6%. Over 40% of South Africans were touched "positively" by the campaign. From promotions to retail the campaign was completely All Out - All Out Action, All Out Rugby, All Out Vodacom!
Vodacom's Durban July sponsorship secured a gold award in the Large Budget category.
According to Tyamzashe, this sponsorship achieved a 30% increase in exposure, an unbelievable 161% increase in regional contract sales and an unparalleled reach into the female and emerging markets.
"The success behind this sponsorship was not only its ability to build greater brand loyalty amongst its target audience, but also the positive impact it had on Vodacom's bottom line," says Tyamzashe. "The Vodacom Durban July provided an irresistible opportunity in the lifestyle sector to reach the female and emerging market across a number of marketing platforms."
A truly historic moment for South Africa resulted in yet another Loerie for Vodacom in the category of Broadcast Sponsorship TV. Vodacom's bronze Loerie was the only winner in the broadcast categories.
"The fact that ours was the only award in this group serves to reinforce the credibility of the Loeries and the high standards of judging this year," says Tyamzashe. "Judges are encouraged not to allocate an award unless the particular execution and achieved results have met the required standards of excellence."
Vodacom prides itself in being Proudly South African. The 2010 Soccer World Cup Bid announcement, in conjunction with South Africa's ten years of democracy, provided Vodacom with an ideal opportunity to sponsor the broadcast the bid announcement, and host a massive announcement party at Vodaworld ensuring that South Africans shared in the whole experience.
"We were honoured to be sponsors of the historic announcement that the 2010 Soccer World Cup would be held in South Africa. The fact that our involvement also won us an award is quite simply an added benefit," says Tyamzashe.
The Loerie Sponsorship Awards continue to highlight companies that have achieved excellence in effectiveness. Vodacom's impressive showing at this year's Loerie Sponsorship Awards has underscored its commitment both to South African sport and to utilising sponsorship as a highly effective marketing and communications device.
Concludes Tyamzashe," Vodacom's unbelievable achievement at this year's Loerie Sponsorship Awards is a testament to the teams that worked closely together on each campaign. The dedication and creativity employed by each respective team has elevated Vodacom to the forefront of partnership marketing in South Africa."
Magna Carta
